Altia Design & Branding, Case study BLOSSA ANNUAL 2012 by McCann Stockholm

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BLOSSA ANNUAL 2012

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Industry Business equipment & services, Corporate Image
Media Design & Branding, Case study
Market Sweden
Agency McCann Stockholm
Creative Director Nils Jensen
Designer Patrik Reuterskiöld, Mats Lekberg
Released April 2013

Awards

Cannes Lions 2013
Design Lions Premium Brand Bronze

Credits & Description

Type of entry: Packaging Design
Category: Premium Brand
Advertiser: ALTIA SWEDEN
Product/Service: ANNUAL LIMITED EDITION OF BLOSSA GLÖGG/MULLED WINE 2012
Agency: McCANN STOCKHOLM, SWEDEN

Creative Director: Nils Jensen (McCann Stockholm)
Designer: Patrik Reuterskiöld (McCann Stockholm)
Designer: Mats Lekberg (McCann Stockholm)
Copy: Christian Heinig (McCann Stockholm)
Account Manager: Jeanette Zackrisson (McCann Stockholm)
Account Director: Sara Helmersson (McCann Stockholm)
Final Art: Staffan Skoglund (McCann Stockholm)
Calligrapher: Hiroko Kimura ()

Brief Explanation
For the Blossa 11 we created a design concept based on new and interesting places where we go in order to find inspiration and exciting flavours that blend well with Swedish glögg and Christmas traditions. This year the challenge was to further develop and emphasize the concept. The main objective was to find a destination that we could integrate into and vitalize the world of Blossa annual glögg with. And also to make it come alive on the bottle design.

Describe the brief from the client
To develop the design concept of the Blossa annual.
Since 2003, Blossa each year launches an annual limited edition of their market leading glögg. Glögg, mulled wine, is one of the most traditional elements in Swedish Christmas celebrations. Therefore the annual edition launch is to be considered as one of the prime happening for the many Swedish glögg lovers.


Design Process
We wanted to create a sincere Japanese feel and at the same time doing it the Blossa way. We emphasized every detail of the bottle from the cap to the printing technique. We chose to let a professional Japanese calligrapher create the character 12 and this year's coordinates guide us to the city Kochi on the island Shikoku where the fruit yuzu grows (the flavours of Blossa 12 are yuzu and ginger).


Results
The Blossa 12 was launched on September 7, 2012 as a limited edition that has to be ordered online by the customer. When at least 10 000 orders have been placed, the product is to be find in the retail stores of the Swedish liquor monopoly. The primary goal of 10 000 bottles was reached in a few days.