Each year, Gothenburg based craft brewery celebrates their anniversary with a special release. Generally, the anniversary release is a full bodied beer of a type which is optimal for maturing, much like wine, allowing their customers to enjoy the beer at various stages of complexity. Typical beer types represented are stouts, porters and barley wines.
For the anniversary series, Lundgren+Lindqvist designed a packaging concept based a paper wrapping, featuring manually distorted typography on its outside, and a dense, more textural typographic treatment repeating the name of the brewery on the inside. Apart from making the beers stand out on the shelf and signaling their exclusive nature, the wrapping serves a more practical purpose; effectively shutting out UV-light, as these beers benefit from being kept in dark storage.
The typography is distorted in unique ways for each release. For Arctos Imperial Stout, the typography was printed and torn into pieces, which were then puzzled back together. For the Anniversary Baltic Porter, the typography was photographed through liquid and for Long Boil Barley wine, the type was mirrored on reflective surfaces and photographed for the label.
For each release, we also select a specific metallic pantone colour relating to the beer type and/or its name.
The series has been wildly popular amongst beer enthusiasts, and new releases often sell out within hours of their release at the Swedish alcohol monopoly Systembolaget.