Packaging design like this makes me proud of Swedish traditions.
Every year as christmas approaches Swedes drink Julglögg. It is sort of a gathering where you meet up with old friends and eat Lussebullar and drink Julglögg.
The Julglögg is a kind of spirit that is filled with sweet stuff. You buy it, warm it and offer it to friends. The Lussebulle is a rather soft bun that we bake in a lot of different shapes and fill with a lot of saffron, the gold of baking.
So, how does this tie in with innovative communication. Well, a couple of years back Vin & Sprit (owners of Absolut Vodka) set out to reinvent the packaging. So every year in the end of november they launch the Julglögg i the packaging above with slight typographic changes and a new color. And as a tribute to earlier years, this year V&S lauches a special collection called Blossa X5 that features all the Julglögg’s since this repackaging concept was launched.
Does it work. Absolutely. It is quite a big hype in Sweden and the products sell out quickly. And the fact that I was reminded of this through one of my favorite blogs The Coolhunter confirmes that the cooless travels outside sweden.
Looking forward to 2008. My prediction? We’ll see a crispy, light blue color with maybe a digital typeface like Buzzer.
Readable chip in the cork…not yet.
Oh, by the way. Thank you BVD for a great design!