Småland Beer Re-design

Småland beer from Åbro Bryggeri, is the result of a pitch that Love Mondays won back in December 2024, and included both strategy and design (packaging and brand world). The new branding and packaging design has been updated for the first time since the brand was launched in 2003, and aims to highlight the Småland heritage and strengthen the brand’s identity.

Dale Evans, Founder/Creative Director explains: Our approach was created to highlight the Småland provenance with illustrations of the traditonal red cottages with white details, forests and fenced farms – elements that have a strong connection to Småland. At the same time, elements from the previous look have been preserved, where both the colour palette and logo have been updated in the new visual identity.

It has been a great honour for us to be entrusted with managing such a well-established and well-liked brand as Småland. Lifting the brand from where it was when it was launched in 2003 and moving it into the present day in 2025. Our close relastionship with our client ensured they had the confidence to push for a more revolutionary approach. It has been a delicate balancing act with the aim of strengthening Småland’s position in the market, without losing recognition and the heritage of the brand.