REMA 1000 has moved towards a strategic goal to sell products of higher quality at a lower price. It was time for REMA 1000 to challenge foreign imported beer within the speciality beer product group.

It did this by developing its own brands of beer with an entirely Norwegian, original and genuine design that stood in clear contrast to international brands.

Bottle points to award for design excellence

The jury’s first intuitive reaction to the visual expression of the Lade Gaards Brygghus beer series was that it tasted good. The fact that REMA 1000 stores have sold out of the product shows that customers have also reacted very positively to it.

The hand-drawn, slightly askew look of the label creates a special charm that is enhanced by the slender, hand-friendly bottles and playful corks. Here you get Christmas ale with almonds in the cork, dark lager with a throw of the dice and beer bottle caps with stone, scissors or paper. Seeing design implemented in this way by private brands is both unexpected and gratifying.

Company: REMA 1000 AS

Project group company: Kjetil Sverresen

Design: Frank Kommunikasjon AS

Project group design company: Senior designer: Kjetil Devig - Graphic designer: Anette Kirkeby - Project Manager: Ingrid Evensen - Adviser: Oscar Michaelsen


Award / year: Award for Design Excellence - 2011

Category: Packaging design