Designed by Lundgren+Lindqvist, Gothenburg.
O/O Brewing is a Gothenburg-based craft brewery, built upon a foundation of many years of home brewing. Founded by two beer connoisseurs, O/O aims for quality rather than quantity, brewing high-end beers serving as a suitable alternative to the traditional choice of wine in fine dining contexts.
In 2013 we designed O/O’s visual identity and packaging, with the logotype inspired by brewmaster Olle Andersson’s peculiar glasses — his characteristic appearance had become somewhat synonymous with the brand.
With many friends of the brewery being involved in creative disciplines, we designed the labels leaving a defined space to serve as a canvas for artist collaborations.
With each beer being produced in limited quantities, the labels will become a micro-gallery that grows over time. The following three labels were designed by us.
During the Spring of 2015, the brewers released three new beers: A rich-in-flavor pale ale called Pretty Pale Ale, a saison made with Pilsner Malt and Saaz Hops called Bohemia, and Evergreen, a flavorful IPA inspired by the taste and smell of conifer.
For the packaging of the new beers, we revised and simplified our design system to incorporate a “pronunciation guide” that makes the somewhat cryptic names easier to understand. We continued our collaboration with artists and designers, this time teaming up with Fredrik Åkum (Evergreen) and Alexander Palmeståhl (Bohemia), asking them to interpret the beer before featuring their artwork on the labels.
Also shown here is O/O’s modular pop-up bar at En Öl och Whiskeymässa — Gothenburg’s beer and whiskey fair. The bar was designed by architects Emma Magnusson and Angelina Kjellén, and we designed the signage and a limited edition coaster in laser cut Poplar — the same material used for the construction of the bar. The coasters were given out for free during the fair and have already become hot commodity amongst collectors of beer ephemera.
A few years back, we pitched the idea of working with the Gothenburg-based artist Ekta (Daniel Götesson) to O/O Brewing. The starting point was the realisation that the artist’s pseudonym, meaning real, true or authentic in Swedish, is a descriptive term frequently used in colloquial expressions when discussing the beer scene, which is today full of experimental beer styles.
In Sweden, you are likely to hear older people, with a frown, ask for a real beer, usually referring to a classical pilsner or no-frills lager. Having already established a tradition of working with a new artist for the packaging of each new beer, we thought, “Why not make an Ekta Pilsner (i.e., a real pilsner)? O/O Brewing started to plan the release of a classical pilsner and we contacted Ekta, who was happy to work with us on the project and let us name the pilsner after him.
Ekta Pils label.
Ekta (Daniel Götesson).
We also designed a lightbox display sign for the 2016 edition of the beer and whiskey fair, and a limited edition coaster, in transparent, CNC cut plexiglass.
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