Grocery store Ica Nära Dalaberg reached out to Folke Patron to have their own unique design for their annual Julmust — a cherished traditional Swedish Christmas soft drink — brewed by Grebbestad Bryggeri. 

As Julmust is very traditional and a part of the Chistmas-y feel in many homes, we did not want to mess things up (and upset the stiffest people on earth) by doing the opposite or something too unexpected. At the same time we saw an opportunity to make something special as most labels are pretty boring and generic. So we decided to draw the letters (of julmust) by hand and have Santa sitting in a shopping cart (since it’s sold in a grocery store) instead of a sleigh. Hehe. Sorry, I mean Ho... ho.