Kopparberg — Free To Be

Free to Become Part of the Landscape.

Created for a Kopparberg competition in 2021, Free To Be reimagined the bottle artwork around the freedom of its fruit flavours. Instead of treating the ingredients as isolated product cues, I released them into environments inspired by Sweden — the homeland of the drink — where they could become part of the landscape itself.

I developed two routes to account for different production possibilities. The collage direction combines photography, cut-out fruit and surreal scale, while the illustrated route translates the same environments into a bolder graphic language that could remain practical at the final stages of print.

The design placed third from more than 3,000 entries. Although it came very close to the winning position, finishing among the leading submissions was an important early validation of my approach to concept-led brand design.