Brief: To create the branding the packaging for a new range of non-alcoholic drinks developed in Stockholm and launching exclusively in Sweden. The drinks are aimed at people who love the atmosphere and ritual of a party, bar, or club—without the alcohol. The goal was to build a visual identity that felt vibrant and intriguing, while still maintaining a sense of sophistication.
Concept: Inspired by the theme of rituals, I drew on Sweden’s vast forests and its well-known forest-party culture. From there, the brand began to lean into playful hints of the mystical and the occult—nothing dark, just a subtle touch of magic and mystery. Visually, the identity takes cues from the lighter side of horror fiction and cinema, along with the charmingly spooky feel of childhood favourites like Scooby-Doo. The name Häxa—Swedish for “witch”—brings the whole concept together, giving the range a distinctive personality that’s fun, atmospheric, and a little bit enigmatic.
The branding has since been rolled out across social media, a digital billboard advertising campaign, and an e-commerce website.
