Red Dot Design Award
Beverage Packaging

Åbro Original

Åbro Original | Red Dot Design Award

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Abro is the oldest family-run brewery in Sweden, founded in 1856. Their flagship product Abro Original was launched in 1992 and now boasts a new packaging design. Based on the results of a customer survey, only the most popular design elements were kept and modified into a contemporary appearance: the green colour was slightly darkened to achieve a more exclusive look, and the wordmark was redrawn and given a 3D effect. The key visual, a lion, now appears more dynamic. The new design does not have a traditional front and back as such, but rather two fronts.

Red Dot Design Award

  • Client:
    Åbro Bryggeri
  • Design:
    Bold, Stockholm
  • Creative Direction:
    Oskar Lübeck
  • Brand Strategy:
    Carl-Fredrik af Sandeberg
  • Graphic Design:
    Richard Feldéus
  • Account Management:
    Yvonne Rietz
  • Illustration:
    Chris Mitchell
  • Copywriting:
    Adam Reuterskiöld
  • Brand Management:
    Camilla Widéen