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LOOP Associates design objectives was to harmonise, “clean up”, and strengthen the visual identity of the Aalborg Akvavit range. To minimise the volume decline and consolidate the market share, our strategic objectives was to reinforce/revitalise relevance with current users, secure strong brand loyalty, increase frequency of usage; exploit various usage occasions, reintroduce and rethink traditional occasions., and expand into aquavit ‘low seasons’. We developed a brand architecture able to encompass the various sub-lines Classic, Popular, and Premium. The identity of AALBORG AKVAVIT should reflect the different roles in the portfolio as well as the overall positioning of the respective sub-brand identify. Christmas is steeped in tradition, and Aalborg Jule Akvavit is an unforgettable classic when celebrating the festive season with a truly luxury aquavit. The bottle design was inspired by the aquavit itself and has been christened ‘The Drop’ as you will inevitably associate its refined shape with the sparklingly clear drops. Aalborg Jule Akvavit was the winner of the Creative Circle Award. Pernod Ricard set out to create growth in the aquavit category in terms of value and change the no-growth volume trend. The challenge was to recruit new users who find the aquavit category
Verified (4)

Mike Ingvorsen

Graphic Design and Graphic Production

LOOP Associates

Design Agency

Jan Nielsen

Creative director

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