Cannes Lions

ÅBRO LEJON BEER

IDENTITY WORKS, Stockholm / ABRO BREWERY / 2009

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Overview

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Credits

Overview

Description

Åbro Brewery is one of Sweden’s oldest family-owned breweries; 152 years old and led today by the family’s fourth generation. Åbro beers are produced in one of Europe’s most modern breweries using their very own water source. The assignment was to develop a new brand and a unique concept for the brewery’s latest, strong beer, Åbro Lion. The challenge was to attain the desired position among the core target group: men aged 30+.

Execution

The black seal design with the Åbro Lion guarantees the beer’s outstanding quality and strength.The illustration is a fusion between the shimmering water source, the golden mane and the swaying fields of grain. It lies as a subtle engraving over most of the golden metal, indicating the taste and character of the beer. To create authenticity and reflect its place of origin, we consulted a Tattoo artist when, in this visual world, we saw an opportunity to add relevant power and movement.

Outcome

Since its launch in october 2008, Åbro lejon has sold 15 % over estimated budget on a monthly basis! A strong beer with a strong impact and strong result.

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