Project type: Packaging Design

Julmust is a traditional Swedish malt based soft drink with a history going back to 1910. Over the past century, it has become a symbol for Swedish culture and tradition, and it accounts for more than 50% of the total soft drink volume in December.

The challenge was to update the elements that had accumulated over the years and to expand on the concept to allow for a wider portfolio of formats, season based launches and special editions, but to do so with the utmost respect to the established icon. Using the well-known image by Jenny Nyström as a platform, we created a concept that revolves around the small Swedish farm deep in the forest, tended to by the ever-present house gnome who was the early prototype for Santa Claus. By widening the scene we could establish the magical wintry landscape and isolation of the time, but also the anticipation and warmth radiating from the house and build on the lore that is so firmly entrenched in the hearts and minds of Swedes of all ages.

The concept became a world the products could live in, where each label would become a window to a special place in time as it changes over seasons and occasions, from Christmas to Easter, winter to spring. The typography was updated with hand-drawn word marks that built on the existing logotype for Apotekarnes Julmust to retain recognition, but drawn with inspiration from the Art Nouveau period craftsmanship to create a more harmonious visual expression.

The new Julmust and Årsmust was launched in time for Christmas 2019, and the following year saw the launch of the redesigned Påskmust as well as Bryggarmust and Vintermust.

2018 – 2019

Agency & role:
Design Director at Grow Stockholm

Client:
Carlsberg Sweden