Drostdy Hof – Bag-In-Box

Just Design

Cape Town and Johannesburg, South Africa


In recent years, Drostdy Hof has undergone numerous re-designs, with a negative knock-on for brand equity In Sweden. In order to rectify this, Just Design preformed a brand development exercise where the new positioning is interpreted in the concept statement: EVERYONE IS WELCOME.


Drostdy Hof is the epitome of the Scandinavian lifestyle trend: “Hygge.”

We developed the visual and pack expression of  “always welcome in our home”; bringing comfort and approachability to all occasions; being relaxed, warm and inviting since 1804.


By bringing in an outdoor view from a favourite window, we treat the pack as a piece of art ~ appealing to sophisticated visual audiences. The design is ultra-modern and speaks to the next trend in wine, while creating a feeling of hospitality. We invite people in with visual drawcards that they have to come closer to discover and enjoy. For finishes, we added matt and gloss varnishes to add some depth to the pattern borders and used a gold foil to add premium cues.

Overall a more Lifestyle orientated look.


The Drostdy Hof brand has been modernised and made relevant; bringing a warmth and generosity that recruits younger drinkers and ensures the longevity of the brand.


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Just Design

Cape Town and Johannesburg, South Africa
Creative Director: Thelmarie Toerien
Senior Designer: Jolize Jacobs
Heineken Beverages