The Swedish beer market is experiencing a shift in consumer preferences towards other alcoholic beverages, and Carlsberg’s motivation for the re-design of its beer can was to strengthen the Pripps brand in respect of a younger target group. The Pripps brand is part of

’s “family silver”, however, and the new design must respect the brand’s core values and visual assets.

The jury’s verdict:
The Pripps Blå design clearly distinguishes itself from that of other market players, but is still perceived of as being harmonious and easy to accept. The top of the can retains a lot of what consumers associate with Pripps, by using visual elements such as a horizon and a ship, in combination with Pripps’ characteristic blue colour. The product’s graphic design fits neatly with Pripps’ ties to the maritime city of

. The theme is rooted in the design in an unusually fortunate way, in line with the producer’s strategy. The tattoo pattern has an authentic feel, while the metallic blue is both beautiful and special. The design here is bold, yet none of the visual instruments cry out for attention.

Company: Carlsberg Sweden

Project group company: Christian Sandbergwww.pripps.se

Design: Frank

Project group design company: Kjetil Devig (Senior Designer), Lee Cartmell (Creativ leader), Svanhild Grønneberg (Project manager) and Oscar Michaelsen (Advisor)www.frankweb.no

Award / year: International Design Award - 2007

Category: Graphic design