The Gothenburg Experiment

An experiment in lean branding

Drinks industry experts The Gothenburg Experiment came to O Street to build a brand.

The Gothenburg Experiment is a drinks marketing consultancy. Operating from beautiful East Neuk of Fife, Scotland, industry veterans Stephen and Lucy wanted a unique and personalised way to help clients name, package and market beverages.

The practice gets its unique name from  an attempt to curb drunkenness by the Swedish government. Inspired by this story of authoritarian restriction, we wanted the design to mirror the government’s approach. After playing with different ways to obscure the typography, we settled on the tried-and-true concept of ‘redacted’ bars.

The resulting brand toolkit personifies who Gothenburg are at every touchpoint: personable, direct, approachable, smart.

The redacted bars graphic system and colour scheme can quickly and easily be applied to visuals. As a result, these entrepreneurs can share their expertise on the fly.

We also built Stephen and Lucy a beautiful and functional website —using a platform which allows us to create custom parallax scrolling sites at a very low cost—to help them grow their business quickly. Now, how about that drink?