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.
|Previous Pripps Blå logo, introduced in 2008.|
The previous design was created by another Swedish agency named Grow and launched in early 2008. It was a clean and modern design that employed the pentagon shape traditionally associated with Pripps.
The design used prior to that was done at Design Bridge in London and had "summer, sea and sociability" as its focus and introduced a clear horizon line. It was launched in spring 2002.
NINE have previously redesigned Carlsberg's other Swedish brands, including Falcon, Festis and Ramlösa. The new Pripps Blå design has been around at least since the end of March.
More images of the new design:
Pripps Blå (archive)