Pernod Richard
Rethinking the traditional

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Aalborg Akvavit Nordic traditional spirit since 1846

AALBORG AKVAVIT is one of the priority brands of Pernod Ricard Nordic (owned by Arcus). AALBORG AKVAVIT is the No. one aquavit brand in the portfolio and is by far the biggest brand in terms of market share in the Nordic aquavit category.

The aquavit category in general has been in decline for some years. Mainly consumed twice a year at X-mas and Easter. The food trends towards international cuisines have decreased traditional occasions for aquavit and thereby negatively affected the category. The category is in general perceived as traditional and to some extent outdated/boring.

Continuously aim higherStrengthening the identity of AALBORG AKVAVIT

LOOP Associates design objectives was to harmonise, “clean up”, and strengthen the visual identity of the AALBORG AKVAVIT range. To minimise the volume decline and consolidate the market share, LOOP Associates strategic objectives was to:

Reinforce/revitalise relevance with current users.

Secure strong brand loyalty.

Increase frequency of usage; exploit various usage occasions.

Reintroduce and rethink traditional occasions.

Expand into aquavit ‘low seasons’.

We developed a brand architecture able to encompass the various sub-lines Classic, Popular, and Premium. The identity of AALBORG AKVAVIT should reflect the different roles in the portfolio as well as the overall positioning of the respective sub-brand identify.

 

Rethinking a unique concept and design

Christmas is steeped in tradition, and Aalborg Jule Akvavit is an unforgettable classic when celebrating the festive season with a truly luxury aquavit. The bottle design was inspired by the aquavit itself and has been christened ‘The Drop’ as you will inevitably associate its refined shape with the sparklingly clear drops. AALBORG JULE AKVAVIT was the winner of the Creative Circle Award

Pernod Ricard set out to create growth in the aquavit category in terms of value and change the no-growth volume trend. The challenge was to recruit new users who find the aquavit category

unappealing, and old-fashioned. The products and the design had to be in the top end and differentiated from the current aquavit category. Pernod Ricard wished to create the true spirit of the north. To meet the challenge, we developed a unique concept and outstanding packaging design.

AALBORG FORÅRS AKVAVIT was made to expand into aquavit ‘low seasons’ and reintroduce and rethink traditional occasions.

Aalborg Akvavit Nordic traditional spirit since 1846

AALBORG AKVAVIT is one of the priority brands of Pernod Ricard Nordic (owned by Arcus). AALBORG AKVAVIT is the No. one aquavit brand in the portfolio and is by far the biggest brand in terms of market share in the Nordic aquavit category.

The aquavit category in general has been in decline for some years. Mainly consumed twice a year at X-mas and Easter. The food trends towards international cuisines have decreased traditional occasions for aquavit and thereby negatively affected the category. The category is in general perceived as traditional and to some extent outdated/boring.

Continuously aim higherStrengthening the identity of AALBORG AKVAVIT

LOOP Associates design objectives was to harmonise, “clean up”, and strengthen the visual identity of the AALBORG AKVAVIT range. To minimise the volume decline and consolidate the market share, LOOP Associates strategic objectives was to:

Reinforce/revitalise relevance with current users.

Secure strong brand loyalty.

Increase frequency of usage; exploit various usage occasions.

Reintroduce and rethink traditional occasions.

Expand into aquavit ‘low seasons’.

We developed a brand architecture able to encompass the various sub-lines Classic, Popular, and Premium. The identity of AALBORG AKVAVIT should reflect the different roles in the portfolio as well as the overall positioning of the respective sub-brand identify.

 

Rethinking a unique concept and design

Christmas is steeped in tradition, and Aalborg Jule Akvavit is an unforgettable classic when celebrating the festive season with a truly luxury aquavit. The bottle design was inspired by the aquavit itself and has been christened ‘The Drop’ as you will inevitably associate its refined shape with the sparklingly clear drops. AALBORG JULE AKVAVIT was the winner of the Creative Circle Award

Pernod Ricard set out to create growth in the aquavit category in terms of value and change the no-growth volume trend. The challenge was to recruit new users who find the aquavit category

unappealing, and old-fashioned. The products and the design had to be in the top end and differentiated from the current aquavit category. Pernod Ricard wished to create the true spirit of the north. To meet the challenge, we developed a unique concept and outstanding packaging design.

AALBORG FORÅRS AKVAVIT was made to expand into aquavit ‘low seasons’ and reintroduce and rethink traditional occasions.

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