Small change, [br]big impact
A classic brand and one of Sweden's most beloved beers. In 2022, 14.5 million litres of Mariestads were sold at Systembolaget alone, making it one of Sweden's most beloved beers and a true classic. However, consumers felt the design was stale and outdated, indicating it was time for a refresh.
Project
Mariestads Redseign
Client
Spendrups
Assignment
Visual Identity
Packaging Design
Packaging Implementation
Even classics need renewal, but with a delicate touch. The redesign of Mariestads aimed to honor its rich legacy while making the brand feel as relevant today as it was when it first came to life over 170 years ago.
The people’s premium
For the redesign, we focused on two core values: craftsmanship and tradition. The challenge? Strengthening the premium feel while keeping it grounded. Mariestads – the beer for everyone, with a touch of finesse.
Change without losing sales
Large volumes demand high standards and great care. The goal of our work was to strengthen Mariestads’ position, not to reposition the brand itself. A consumer study by Augur revealed that the cluttered design no longer resonated with modern consumers. To address this, we simplified, reduced, and refined key elements. With small changes, we transformed Mariestads into a brand that feels fresh and relevant, while staying deeply rooted in its heritage and tradition.
Easy-drinking, cool and irresistible
A light golden background enhances the refreshing vibe, while tone-on-tone text creates a calmer and more refined impression. Together, they capture the essence of effortless enjoyment.
What defines craftsmanship and tradition today, and what will it look like in five years? By removing unnecessary ornaments and details, we’ve created a more contemporary feel, and by relocating the medals to the label area we’ve enhanced the sense of calm.
The Great Taste Journey
Mariestad's brewmaster Richard Bengtsson’s "Den Stora Smakresan", or "Great Taste Journey", is a book that captures his re-connection with culture, food and experiences that later inspire eight new limited edition beers.
Four journeys were made aboard boats, a train, and a plane – each appropriately vintage. Along the way, Bengtsson meets experts in herbs, coffee, tobacco, wheat, whisky, and more, each contributing to the inspiration behind the beers. Every brew is presented in a meticulously crafted bottle and case, finished with a cork sealed in wax, making it a true collector’s piece.
Göta Canal – M/S Juno
The first journey followed the Göta Canal from Stockholm to Mariestad aboard M/S Juno – the world’s oldest registered cruise ship.
Marstrand – The Tall Ship Götheborg
The second journey took place aboard the tall ship Götheborg, sailing down the west coast to the harbour town of Marstrand.
Storuman – The Inland Railway
The third journey went north through Sweden on the Inland Line, with Storuman as its final stop.
Berlin – The DC-3 Daisy
The final journey went by air aboard the legendary DC-3 Daisy, bound for Berlin – the city where Richard Bengtsson first discovered his passion for beer.
