Monday, May 27, 2019

Mer gets more straight

Mer is a classic soft drink in Sweden, nowadays owned by The Coca-Cola Company but still largely a local brand. In April, it launched an ad campaign featuring new packaging and a refreshed logo.

In the last couple of decades, Mer has been using a logo at a "dynamic" arch, as seen in the previous design from 2015 (designed by Elmwood and covered here at the time). This redesign straightens that up to a form more reminiscent of the brand's older design from the '60s.

Mer means "more" and the redesigned was launched with an ad campaign based on the slogan "Dare to be More", focusing on individuality.

Previous logo.

No design credit for the new design.

Classic version of the Mer logo from the 1960s, no doubt an inspiration for the current one.

Ad campaign:

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