Branding and Packaging concept for Tillsammans craft beer
client
services
student project
Concept development
Art Direction
Video production
How packaging & branding can work in perfect harmony
As one of the final projects of my bachelor's degree, my team and I developed a packaging concept for the fictional microbrewery Tillsammans - a Swedish, small-scale brewery that celebrates community and the beauty of Swedish nature.
Time, resources, and material choices were all limited, making this project an exciting challenge. With this small box, we not only wanted to package beer but also encourage stressed young adults to stop and cherish the moments that we, perhaps too rarely, share with our loved ones. At the same time, each type of beer takes you on a journey through Sweden and our many natural delicacies, where no two bottles are alike.
Finding a three-dimensional solution
As Art Director, I developed a concept for both the brand and packaging, based on thorough research on the Gen Z target audience and their values. Additionally, I had the main responsibility for creating the film that showcased how the packaging looks and functions. It was both exciting and enlightening to not only let a brand idea grow into a developed and finished concept but also translate it into a three-dimensional packaging. Here, problems could also arise.
When we discovered that the graphic design did not quite work with the packaging construction, we were able to quickly update the design through an iterative design process and close collaboration within the team. This ultimately resulted in a well-crafted and proven outcome that succeeded in reaching our goals. The most significant lessons I take with me from this project are the importance of an iterative process where it is okay to make mistakes, as it ultimately contributes to improving the final product, as well as the importance of an open group climate where creativity and new ideas can flow freely.
In summary - a very insightful and fun project where I had the opportunity to apply and develop my skills in a new context.
