Since 2003 Blossa has launched an annual limited edition of glögg (mulled wine) with a new flavour and design. The launch is considered one of the prime happenings for Swedish glögg lovers. For many years, Blossa held an unthreatened position in new and innovative mulled wine flavours. Today, this is not the case. Competitors have started to catch up and launch their own versions of unexpected flavours as a means of competition. So what could we do to vitalize the brand further and manifest the position as a market leader?
When starting working with Blossa for the 2011 edition we created a design concept that could evolve and develop with each new annual release, moving the brand into a larger context beyond the packaging design and the perception of a traditional Christmas drink. The concept is based on new and interesting places where Blossa travels to find inspiration and exciting flavours. Coordinates on the bottle guide us to the exact destination that has inspired this year's flavours.
In order to find unexplored and exciting flavors, you don’t need to travel far. Blossa’s most exotic taste ever origins from Sweden. In 2016 the coordinates 63°69'72.0"N 13°81'76.7”W bring us to the northern forest Storskogen and the flavors Crowberry and caramelized Birch Sap with a hint of smoke. The design scheme is a tribute to the mystery and depths of the Swedish forests, and the gold elements symbolize the treasure of flavors to be found. Concept and design by Scandinavian Design Group, illustration by Petra Börner.
In September each year, when the annual edition is launched, the impact on social media is immense. The inspiring journeys, the unique designs and exciting flavours reach out to the design oriented food, beverage press and blogs in Sweden.