Mack wanted to establish itself in the growing cider category. Mack’s core business area is beer, but for many people, especially women, cider is a real alternative.

Mack’s cider meets Swedish standards for being called cider. The challenge was to make the natural contents visible, while distinguishing them in a natural way.

A well-balanced product

Macks Beerbrewery has adopted a striking graphic form which makes its product stand out and challenge this category. The nostalgic, retro impression created by the bottles will stand out on shelves in a fresh and appealing way. The bottles balance masculinity and femininity in a clean, modern look. The cider’s summery colours are in perfect harmony with the graphic on the bottle – in a look that appeals to the target group. This is one cool cider.

Company: Macks Ølbryggeri AS

Project group company: Product Manager: Thomas Eskildsen, Macks Ølbryggeri


Design: Tank Design

Project group design company: Designer: Simen Justdal, Tank Design - Designer: Jens K. Styve, Tank Design - Designer/Project Manager: Bjørn Viggo Ottem, Tank Design

Award / year: Award for Design Excellence - 2011

Category: Packaging design