We have helped ARCUS to create Markens Grøde, a new aquavit under the traditional Lysholm brand. To create a product brand with strong shelf power, we have relied on solid knowledge about consumer behavior and the importance of creating an emotional connection through craftsmanship.
Designing a brand for a product to sell on a market where you can’t advertise it, is a rather specific situation. In Norway, it's forbidden to advertise alcoholic beverages. This means that the bottle needs to sell itself on the shelf. For a completely new product brand, this requires thoughtful design and in-depth consumer behavior knowledge.
Creating an emotional appeal
Premium alcoholic beverages are social products – we consume them together with others, savour them, talk about them, and keep the bottles on display on the table. To a certain extent, the product is part of our identity. Hence, we won’t buy it unless we feel that it’s an expression of ourselves.
80% of the final purchase decision is determined by the emotional appeal of a product. The decision is intuitive, not logical.Martin Nordseth, Lead Branding Designer, EGGS Design
Appealing to new consumer groups
Traditional aquavit brands mainly appeal to mature buyers, and primarily men. Markens Grøde, however, has the emotional power and esthetics to reach new, younger consumer groups. This was one of the objectives when creating the new Markens Grøde brand. To create this dual appeal, we broke some rules. By combining traditional references in patterns and prints, with a modern, sleek style bottle shape and an unconventional, informal illustration style, we achieved a unique look.
Let's talk to Lead Branding Designer
+47 924 80 449