Design agency Holmes & Marchant has redesigned two major product ranges across the brand portfolio for Spendrups, Sweden’s largest brewery company. The agency has created a new look for two brands:  Loka, the number one water brand in Sweden; and the company’s flagship beer Spendrups that also carries the family name.

The new design for Loka is a modern reinterpretation of the current design.  The forest graphic, which has long been a feature of the brand, has been redrawn with the sunburst radiating out through the trees to project the fresh and invigorating qualities of the product. The accentuated valley created between the trees cradles the Loka logo and frames the provenance of the product.

The Loka logo has also been updated—the typeface remains the same, but has had its serifs and rounded edges removed, making it more confident and condensed. The flavour communication has been integrated into the design through the use of a ‘wave’ device at the base of each Loka label. The colours used are more natural to promote the brand’s unique selling point of being free from sugar and calories. The bottle retains its shape and transparency.

The aim of the redesign for Spendrups beer range was to create a strong icon for the brand, incorporating the naturalness of the grain plus the heritage of the brewery, whilst giving the brand its own look and feel, as opposed to using the more ‘corporate’ identity used on the current design.