Project type: Packaging Design

Scandinavian design usually embodies a balance of old and new. But when the traditions of French cognac meets Swedish hiphop that balance is somewhat disrupted. The signature edition cognac is a collaboration by Grönstedts and hiphop musician & sommelier Petter Alexis, whose back tattoo by iconic Swedish 90’s graffiti artist Puppet adorn the packaging.

Placed in a battle of opposites, the only way to survive was to create a strategic approach which let the two collaborators fight for shelf life. Inspired by street posters, music tickets and the hiphop tradition of battling, Grönsteds / P. Lex cognac layer up a mélange of paraphernalia to create a unique design expression. Each layer reflects the core categories of cognac, and the three elements of hiphop. Every step of the unboxing experience has been graced with a contrasting element to keep the consumer on their toes. From a price tag neck label to the ripped illustration on the bottle, we’re left with a premium quality product with attitude.

Grönstedts / P. Lex is the result of strategy and design aligned, where the layers tell the story of the products’ complexity. A premium signature cognac limited to only 1000 bottles, developed by a Swedish hiphop artist and a French Master Blender, sold exclusively to the people of Sweden.

2016

Agency & role
Design Director at NINE Stockholm

Client:
Altia Sweden