Creative Agency: NINE Stockholm
Project Type: Produced, Commercial Work
Packaging Content: Cognac
Location: Stockholm, Sweden
Scandinavian design usually embodies a balance of the old and the new, however, when the traditions of French cognac meets Swedish hip hop that balance is somewhat disrupted. The signature edition cognac is a collaboration by Grönstedts and Rapper / Connoisseur, Petter Alexis, who´s song, Mitt Sjätte Sinne has been visualized and hand illustrated by Puppet, the iconic, Swedish 90’s Graffiti Artist.
Placed in a battle of opposites, the only way to survive was to create a strategic approach which let the two collaborators fight for their shelf life. Inspired by street posters, music tickets and a good rap-off, Grönsteds / P. Lex 1,000 limited bottles layer up a mélange of paraphernalia to create one design. Each layer reflects the core categories of cognac, Rap and Graffiti, but like any good rap-off you never know what will go down. Every step of the unboxing experience has been graced with a contrasting element to keep the consumer on their toes. From a price tag neck label, to the ripped illustration on the bottle, you´re left with a premium quality product with an attitude to be reckoned with.
Grönstedts / P. Lex is the result of strategy and design aligned. With no specific conceptual name, the layers tell the story of the products complexity. A premium, signature limited edition cognac of 1,000 bottles, developed by a Swedish rapper and a Frenchman, sold exclusively to the people of Sweden, go figure…