Gilde Juleaquavit
Packaging

Agency: Frank
Client: Arcus
Design: Geir Solem Lysbakken 

Gilde Christmas Aquavit is the original and the market leader for seasonal type of Aquavit specially made for Christmas. This year is number 28 of and the premium is number 6 of a serial production where each year has its own specially made blend. But an increase of competitors has made Gilde Aquavit in a negative direction of loosing market share previous years. 

Challenge: The strategy for this year Design was to activate the Brand among consumers with a higher awareness in the choice of product based on quality and payment readiness. This years solution emerges with a more contemporarily expression and communicates more quality based on crafts than previous design. The goal was to make a design worthy the original blend. But although this product is seasonal based the Aquavit is for sale all year around. This sets a challenge of solution that the designs should not use the traditional cliché as decorative elements, but rather make a feel of christmas and solemn.

Solution: The visual solution stands out in the crowd with the use of simplified «modern» richness.  The use of elements and details expressing a subtil elegance that qualifies the product in to a solemn table independent of occasion.