“Snøhetta, in collaboration with Norwegian musician and artist, Magne Furuholmen, designed the latest Braastad XO Contemporary cognac bottle and packaging. This limited edition piece employs a design and color scheme rarely associated with this type of beverage. The duo aims to create a contemporary expression that strengthens the Braastad brand.”

“The underlying design concept was to let the minimal and reduced visual language of contemporary art and the expressive handmade letters meet the old-fashioned world of Cognac. Snøhetta kept the high-end feel, but adds an element of Scandinavian cool to a classical French product. The resulting design puts the beautiful amber-colored spirit in the spotlight through the transparent printed label. A light beige color was chosen for the packaging leaving just enough contrast for the white and silver letters to be readable, playing with the subtle difference between matte silver and mirrored foil. One might say, the solution simply made the XO contemporary.”