Apotekarnes | Design by NINE 2015
Creative Director: Isabelle D. Lidström | Design Director: Andreas Linnell | Client Director: Gia Stridbeck | Designers: Johan Lagervall, Linn Andersson | Letterer: Simon Ålander | Production Manager: Judith Socha.
Apotekarnes is a well known and loved brand with incredible potential. The strategy was to design a range that spoke straight to the hearts and minds of the target audience, to balance tradition and craftsmanship with the consumer behaviour and expectations of today within the category in terms of taste appeal - especially when competing with global market leading brands.
We started by researching the rich design heritage of the brand, and together with the client we decided on a set of values such as tradition, craftmanship & Swedishness. From there we developed an updated brand identity that communicated those values.
From it was clear that the typography was vital to communicate the craftsmanship and experience behind the product, and the typography was developed from hand sketches to careful digitalisation.
To emphasise the sense of quality and nationality, we used copper etchings with the original denominations of the ingredients created by Carl von Linné behind the typography to subtly charge the product with heritage and flavour.
The full range of soda and mixers were launched in Q1 of 2015 to great success, with projected sales to exceed 1,7 million litres at the end of the year, easily surpassing newly launched Coca-Cola backed product range Finley and clearly affecting market leader Schweppes. The re-launch of the Apotekarnes Mixer range in On-Trade have resulted in a 15% increase of sales compared to last year.