H&M Redesigns Spendrups Ranges

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.

The design has created a strong, consistent yet flexible system for the brand that is recognisable across all variants in the portfolio and different pack formats, including cans, multi-packs and bottles.

Holmes & Marchant has also created off-trade livery for the beer range, including decals for beer pumps, parasols, windbreaks and bar towels.

Jason Botterill, account director at Holmes & Marchant said: “As an independent business for more than 100 years with many of Sweden’s leading drinks brands in its portfolio, it was crucially important for Spendrups to invest in design to ensure its home-grown brands continued to compete with international names.

“We’re delighted with the new designs for Loka and Spendrups beer. Both have really invigorated the brands and highlighted their natural qualities whilst giving them a clean modern feel. It was amazing to be given the chance to work on two such market-leading products.”