Gilde Juleaquavit 2017

Creative Agency: OlssønBarbieri
Concept and design: Erika Barbieri and Henrik Olssøn
Illustration: Tomas Lindell
Custom Typography: Stefan Ellmer
Photo: Sigve Aspelund (Tinagent)
Flower arrangement: Live Huse Mykleby (Melgaarden)
Project Type: Produced, Commercial Work
Client: Arcus Norway
Location: Oslo, Norway
Packaging Contents: Aquavit
Packaging Substrate / Materials: Glass bottle
Printing Process: Screen printing

Gilde Juleaquavit is a Norwegian seasonal Christmas Aquavit that was first produced in 1988. The brand has a tradition for renewing its design every year. 2017 was the 30th anniversary of the brand as well as the year of retirement of the master distiller Halvor Heuch who is considered the father of the Juleaquavit concept in Norway. We were asked to celebrate the jubileum of the brand as well as the 8th vintage of Gilde Extra Matured. Since the product is available on the shelves throughout the year it was important to find a solution that would feel relevant also independently of the season.

We wanted to find a way to celebrate this anniversary and to add a layer of emotion and gratitude acknowledging the past, present and future of the brand. No tradition helps communicate human emotions in a better way than giving flowers. The design for the jubileum is inspired by this tradition as a token to the life long commitment of the head distiller as well as being a symbol of festivity. The bouquet is composed by spices used in the distillation as well as flowers and evergreens common during Christmas.

The decor is silk screened directly on the glass and is reminiscent of carafes and apothecary bottles traditionally used for conserving liquor and medicinal herbs. For the first time in the history of Gilde we are also telling the consumer about the unique Solera method (fractional blending) used since the start in 1988. Hidden in the rich decor are details as the initials of the head distiller “H.H.” and the principle of the Solera Method “In Perpetuum” (latin for never-ending).