REDESIGNING CUBA COLA
Still fizzing with attitude
Sweden’s first cola was never meant to play by the rules. Born out of rebellion in 1953, Cuba Cola beat the global giants to market and hearts of the Swedish people. Seventy years later, it was time to bring back the legend with a look that matches its spirit.
Packaging Implementation
The Cola before Coca
In the summer of 1953, Cuba Cola hit Swedish shelves—just as Sweden lifted its ban on soft drinks containing caffeine and phosphoric acid. Produced in Malmö by Saturnus, Cuba Cola became Sweden’s very first cola, beating Coca-Cola to market by three full months. With its bold red-and-blue label and proudly local attitude, it became an instant classic.
Time for a comeback
For decades, Cuba Cola stayed under the radar, surviving more on nostalgia than presence. With fading recognition and inconsistent branding, it was time for a revival. Neumeister was brought in to update the packaging and identity—without losing what made Cuba Cola iconic in the first place.
A bold take on tradition
The new design dares to tinker with the legacy. With a seriously big and bold look paired with increased contrasts, we strengthen the uplifting feeling of the brand and show that Cuba Cola is still going strong with heavy brand recognition—while speaking to a new generation of individualists.
Seriously, why Cuba?
And then there’s the name. Why Cuba? Was it simply a play on Coca—or a nod to 1950s socialist Sweden and its flirtation with communist ideals? No one knows for sure. But the ambiguity adds to the myth. What we do know is that Cuba Cola still speaks to rebellious young adults who question the norm and always root for the underdog.
A block with a backstory
Since the late 1800s, Malmö-based Saturnus had been producing everything from mulled wine and liqueur essences to lemonades—with growing success. So much so that in the early 1930s, the company commissioned architect Stig F. Johansson to design an entire city block for factory, warehouse, and offices.