Bornholm Brewery Design & Branding LABEL DESIGN by TBWA\ Copenhagen

LABEL DESIGN

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Industry Juice
Media Design & Branding
Market Denmark
Agency TBWA\ Copenhagen
Art Director Peder Stryhn
Released March 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: BORNHOLM BREWERY
Product/Service: ORGANIC JUICE
Agency: TBWA
Art Director: Peder Stryhn (TWBA Denmark)
Media placement: Bottle - Supermarket - 1 march 2011

Describe the brief from the client
The small Danish organic brewery, Bornholm Brewery, is set on the sunny island of Bornholm in Denmark. The organic juices from Bornholm’s Brewery are all natural, and contain nothing but fresh fruit and natural ingredients topped with the lovely sunshine from this sunny holiday island. The label design must reflect all of these things.

Describe the challenges and key objectives
The challenge for the brand’s design was to stand out in a crowded internationally filled market. The competitions on the shelves use labels that are jam-packed with bright colours, metal finishes and stickers that cover the contents. We set the objectives of creating a simple, homemade organic look that complimented the story of the brand and its heritage on Bornholm.

Describe how you arrived at the final design
We decided to lean up against the homemade artists markets that fill the island of Bornholm. We aimed to create an organic homemade look; balancing it with a modern fresh finish that would stand out on the shelf, appealing to a local ecologically aware market. Hand drawn typography and the colours of the 100% natural ingredients gave us our pallet.

Give some indication of how successful the outcome was in the market
The sales of the products have outperformed all expectations, and the fresh unique look has afforded the client new shelf space that was otherwise reserved to the big national producers. Our homemade small approach has hit home in the hearts of Danes across the entire country creating a sense of national pride and support for pure products that don’t try to be something they’re not.