SOLUTION. New visual concept – we decided on a thorough redesign, completely revising the label composition. Analysis revealed that the name "Scandinavia" evokes clear associations: northern nature, purity, minimalism. We reinforced these meanings by:

• decluttering the label, removing the previous multi-layered design;
• introducing a cleaner structure and a visually lighter space;
• searching for a new identity within the Scandinavian image.

Pareidolic illusion is the main idea behind the design. We reimagined two key elements of the old label – the mountain and the deer. By combining them into a single composition, we created the effect of pareidolia – a hidden image that reveals itself upon closer inspection. Now, having noticed the deer silhouette once, consumers will find it again and again – making the packaging emotional, memorable, and distinctive from competitors.

Strengthening the brand block and a modern typeface – to increase brand visibility:

• We proposed using the Latin alphabet – Skandinavia,
• We split the long name into two lines, improving legibility and strengthening the compositional center,
• We updated the typography, making it cleaner and more modern.

The brand block has become a visual anchor, easily recognizable on the shelf.

LINE DEVELOPMENT. The updated design is presented in two main SKUs: 1.5 and 0.5 liters of PET in carbonated and still versions. We also developed the design for a flavor line, which opens with two flavors: Raspberry and Lemon. The goal was to carefully integrate flavor accents into the overall Scandinavian aesthetic while maintaining the purity and simplicity of the visual language.