Project type: Visual Identity, Packaging Design

Festis was Sweden’s first still soft drink when it was launched in 1961 and has been a classic ever since. In recent years the competition has toughened significantly, and the once dominating brand has been facing challenges around both positioning and shelf impact. In order to stay relevant for its target audience of teenagers and young adults the brand was repositioned and redesigned both structurally and visually in a way that consolidates the confidence of Festis.

The main challenges of the redesign was to create a unique and tactile PET bottle that would stand out in a hugely competitive space, as well as maximising the label area to further improve shelf impact. In a marketplace saturated with softly curved PET bottles aspiring to be elegant and labels with airbrushed images of overly juicy fruits and berries, the redesigned Festis draws from the hard climate, materials and sharp angles of the city.

The process was inspired by the creative expressions born in an urban environment, as evident in the contrast between the structured, almost mechanical, bottle and the imaginative labels. The illustrations are imaginative interpretations of the flavours themselves and are inspired by the free-flowing and creative street art movement with little or no rules. The way the logo is integrated in each design is a reflection of this, adding playfulness and depth to the designs. The ambition was to visualise the explosion of flavours that exists in every bottle while ensuring maximum stand-out by avoiding the current trends of soft drink design.

The power to dream, imagine, create and inspire others is a central theme in the redesign, and is more important than ever in the controlled environment of our cities. Festis aspire to own this space, not only through expression but through inspiring encouragement of creativity. The end result is the rebirth of a classic brand that communicates its values with pride and confidence through unique packaging design.

2013 – 2014

Agency & role:
Design Director at NINE Stockholm

Client:
Carlsberg Sweden