In a break from the norm were bringing you Moment, an attempt to reinvent the Danish liquor Gammel Dansk from Danish design students Nicki van Roon & Emil Gram.
The 2 young designers are currently studying for a degree in Graphic Communication at the School of Visual Communication, located in Haderslev. Here’s what they have to say about the project:
“Gammel Dansk, which means Old Danish, is a danish herbal bitter launched back in 1964. Today Gammel Dansk is loosing market share and the manufacturer wishes to reposition the brand, and reconquer the danish bitter market. Based on the positioning and the poor sales of the current customers, the target group is now men between 30-35. We will specificaly target the sophisticated prankster.”
The sophisticated prankster? We’re not quite sure that the target market has been correctly idenitfied but none the less it’s still a nice piece of design work and it also touches upon an increasing trend to look towards countries for traditonal spirits and liquors that can be reinvented and marketed to a new younger auidence (see our recent Korn post).
Turning to the design the new bottle is sleek yet modern, the black adds an air of sophistication and the choice of typefaces means that design still retains it’s urban edge. I like the pattern used in the background but remain unsure as to its link to the product, there’s also some question as to how to reproduce this effect in a real world scenario.
That said overall it remains a nice piece of design work and one that the guys should be proud of. It also, as previously stated, touches upon a growing trend, the seemingly never ending search to find the next gin and tonic, which will no doubt result in a whole host of new design, just like this one, for products we know little to nothing about (but hey at least it’s fun to try them!).
As always we highly recommend getting yourselves over to their respective Behance pages and website to check out more of thier work.
Nicki van Roon Behance & website
Emil Gram Behance
I do like your new design. I especially like the very subtle floral – an homage to the herbs….
I am interested in what you wrote about trying to build up the brand.
I live in the US , and it is not imported here due to low demand,(I suppose).
I am concerned if that is also a problem in Denmark, and want the maker to know we really care and love the product. My 92 year old Dad and I just love a bit each day.
I believe there are people here who are as desperate as we are to get access to this healthy tonic.
Any information or contacts you have with the maker would be appreciated!
Sincerely, Laura Jinishian- Beverly, Massachusetts
. USA
Hi Laura,
Unfortunately we don’t know much about Gammel Dansk. In the last year we have noticed a growing trend to look for the new up and coming trend in spirits but it’s more than likely 2013 will be focused towards premium vodka and more established spirits such as Rum. It may be several years before someone attempts to introduce a new spirit concept into a market as well established as the US as in tough economic times companies simply aren’t willing to take such a large risk.