A ‘smål’ beer with a big heart.

Challenge: Småland beer from Åbro Bryggeri (Southern Sweden), is a result of a 4 way pitch that we won - including both strategy and design. The old branding and packaging design had not been updated since the brand was launched in 2003, so it felt dated and uninspiring - with little reflection of the Småland heritage.

Solution: Our approach was created to highlight the Småland provenance with illustrations of the traditional red houses with white details, forests and fenced farms - elements that have a strong connection to Småland. At the same time, elements from the previous look have been preserved, where both the color palette and logo have been updated in the new visual identity.

Outcome: It has been a great honor for us to be entrusted with managing such a well-established and well-liked brand as Småland. Lifting the brand from where it was when it was launched in 2003 and moving it into the present day in 2025. It now stands proud, with much greater shelf impact. The new elements have strengthened Småland's position in the market, adding a sense of soul and driving the brand forward!