Pripps Blå is Sweden's largest beer brand, nowadays owned by Carlsberg. Recently, it introduced a new look, designed by the Swedish agency NINE.
Originally brewed by Pripps, a brewery founded in 1828, the brand itself was launched in the 1950s under the name Pripps Export. It took the name Pripps Blå in 1975, meaning "Pripp's Blue", based on the colour of its cans. Carlsberg bought the company in the year 2000.
The new look takes inspiration from the design used by Pripps Blå in the 70s and 80s, resurrecting the crest that was present on the cans during that time, but updating it to contemporary standards. The design wants to recognise the brand's history, while also communicating anticipation for the future.
Nine have also created what it describes as a "tattoo pattern", an extended graphic made to look like an engraving. With the crest at the center, it includes images that refer both to tradition and "dream of the future". It is used on some packaging, and elements of it can also be used separately.
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