Communicating the art of pairing food and drink
For ten years, I had the opportunity to work on assignments for Systembolaget, Sweden’s state-owned liquor retailer, serving as both an Art Director and Creative Director. My focus was on developing campaigns and store communications that not only informed customers but also sparked curiosity and fostered appreciation for the relationship between food and drink.
Despite the strict regulations of Swedish alcohol laws, which limited our ability to promote alcohol directly, we found inventive ways to engage and connect with our audience. During our collaboration, we achieved a 25 percent increase in the Customer Satisfaction Index and were honoured with the prestigious “100-wattaren” award in the Long-term Brand Care category.
I often collaborate with illustrators. Below is Petra Börner’s collage, which visualizes the copy with beverage suggestions. This project was recognized with a Best Commercial Illustration Of The Year Award.
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An in-store and online campaign featuring recipes from rising young chefs, along with beverage suggestions from Systembolaget.
In collaboration with the Creative team at Kollo Retail Agency and Forsman & Bodenfors.