The assignment for Systembolaget was to develop both a new store concept and a new updated graphic identity. The mission was to strengthening Systembolaget’s customer promise and deliver more of a specialist store experience than a volume outlet. Enhancing customer satisfaction, understanding the complexity of selling alcohol and communicating the mission for Systembolagets were important tasks to solve.
The result was an inspiring and knowledge-driven “beverage library” with influences from Nordic design and based on customer insights. It inspires to a more conscious consumption of alcohol through a customized shopping experience. This was made possible by Systembolaget’s unique knowledge perspective and with compassion as one of their guiding values. The first pilot store testing the concept is located in Gränby, Uppsala.