REDESIGNING MARIESTADS, SPENDRUPS' PRIDE

Small change, big impact

In 2022, 14.5 million litres of Mariestads were sold at Systembolaget alone, making it one of Sweden's most beloved beers and a true classic. However, consumers felt the design was stale and outdated, indicating it was time for a refresh.

Project
Mariestads Redesign
Client
Spendrups
Assignment
Brand Strategy
Visual Identity
Packaging Design
Packaging Implementation
Historic Mariestads brewery team portrait with horse-drawn wagons – honouring a 170-year beer legacy refreshed by Neumeister.Historic Mariestads brewery team portrait with horse-drawn wagons – honouring a 170-year beer legacy refreshed by Neumeister.

Timeless, yet right on time

Even classics need renewal, but with a delicate touch. The redesign of Mariestads aimed to honour its rich legacy while making the brand feel as relevant today as it was when it first came to life over 170 years ago.

Close-up of vintage Mariestads brewery illustration with “Hantverk och Tradition” – legacy design respectfully refreshed by Neumeister.Close-up of vintage Mariestads brewery illustration with “Hantverk och Tradition” – legacy design respectfully refreshed by Neumeister.
Mariestads Bryggeri monogram crest redesigned by Neumeister – honouring tradition with a refined, premium feel rooted in craftsmanship.Mariestads Bryggeri monogram crest redesigned by Neumeister – honouring tradition with a refined, premium feel rooted in craftsmanship.

The people’s premium

For the redesign, we focused on two core values: craftsmanship and tradition. The challenge? Strengthening the premium feel while keeping it grounded. Mariestads – the beer for everyone, with a touch of finesse.

Mariestads logo sketches by Neumeister – exploring handcrafted design directions to refresh the beer’s iconic identity with respect for tradition.Mariestads logo sketches by Neumeister – exploring handcrafted design directions to refresh the beer’s iconic identity with respect for tradition.

The Great Taste Journey

Large volumes demand high standards and great care. The goal of our work was to strengthen Mariestads’ position, not to reposition the brand itself.

A consumer study by Augur revealed that the cluttered design no longer resonated with modern consumers. To address this, we simplified, reduced, and refined key elements. With small changes, we transformed Mariestads into a brand that feels fresh and relevant, while staying deeply rooted in its heritage and tradition.

Mariestads beer cans moving through the production line – a symbol of high standards, refreshed design, and enduring Swedish brewing heritage.Mariestads beer cans moving through the production line – a symbol of high standards, refreshed design, and enduring Swedish brewing heritage.
Stacked Mariestads cans in a brewery setting—highlighting precision, scale and brand clarity in Neumeister’s packaging design system.Stacked Mariestads cans in a brewery setting—highlighting precision, scale and brand clarity in Neumeister’s packaging design system.

Easy-drinking, cool and irresistible

A light golden background enhances the refreshing vibe, while tone-on-tone text creates a calmer and more refined impression. Together, they capture the essence of effortless enjoyment.

Mariestads beer label featuring a red vintage illustration of the brewery and detailed product information in tone-on-tone typography.Mariestads beer label featuring a red vintage illustration of the brewery and detailed product information in tone-on-tone typography.
Close-up of Mariestads beer bottle cap featuring the redesigned MB monogram and crown, reflecting tradition with a refined Neumeister touch.Close-up of Mariestads beer bottle cap featuring the redesigned MB monogram and crown, reflecting tradition with a refined Neumeister touch.

Crafted for today. And tomorrow. 

What defines craftsmanship and tradition today, and what will it look like in five years? By removing unnecessary ornaments and details, we’ve created a more contemporary feel, and by relocating the medals to the label area we’ve enhanced the sense of calm. 

Mariestads Klass II beer can featuring Neumeister’s refined design, blending tradition and clarity with simplified detailing and relocated medals.Mariestads Klass II beer can featuring Neumeister’s refined design, blending tradition and clarity with simplified detailing and relocated medals.
Mariestads Export beer bottle on a wooden dock, framed by classic sailboats—heritage design meets laid-back Swedish coastal lifestyle.Mariestads Export beer bottle on a wooden dock, framed by classic sailboats—heritage design meets laid-back Swedish coastal lifestyle.
Mariestads beer cans glistening with water under warm light—Swedish brewing heritage meets industrial character.Mariestads beer cans glistening with water under warm light—Swedish brewing heritage meets industrial character.
Mariestads Dunkel can on metal workbench with wood shavings—rich character, crafted for those who appreciate tradition and tactility.Mariestads Dunkel can on metal workbench with wood shavings—rich character, crafted for those who appreciate tradition and tactility.

The Great Taste Journey

Mariestad's brewmaster Richard Bengtsson’s Den Stora Smakresan, or Great Taste Journey, is book that captures his re-connection with culture, food and experiences that later inform eight new beers and one limited edition. Four journeys are undertaking on boats, a train and a plane, all of appropriate vintage and Bengtsson meets people with specialist knowledge in herbs, coffee, tobacco, wheat and whisky amongst other things, who contribute to the beer inspiration. Each beer was homed in a lovingly crafted bottle and case, a true collector piece topped with a wax sealed cork.

A Mariestads limited-edition bottle is hand-signed for Den Stora Smakresan, highlighting craft, exclusivity and heritage.A Mariestads limited-edition bottle is hand-signed for Den Stora Smakresan, highlighting craft, exclusivity and heritage.
The historic steamboat M/S Juno sails through misty waters, representing one of Mariestads' iconic flavour journeys from Den Stora Smakresan.The historic steamboat M/S Juno sails through misty waters, representing one of Mariestads' iconic flavour journeys from Den Stora Smakresan.

Göta Canal – M/S Juno

The first journey followed the Göta Canal from Stockholm to Mariestad aboard M/S Juno – the world’s oldest registered cruise ship.

Close-up of a Mariestads beer label featuring a detailed illustration of the M/S Juno steamboat, commemorating the first journey of Den Stora Smakresan along the Göta Canal.Close-up of a Mariestads beer label featuring a detailed illustration of the M/S Juno steamboat, commemorating the first journey of Den Stora Smakresan along the Göta Canal.

Marstrand – The Tall Ship Götheborg

The second journey took place aboard the tall ship Götheborg, sailing down the west coast to the harbour town of Marstrand..

The tall ship Götheborg under full sail, captured on its voyage along Sweden’s west coast to Marstrand during Mariestads’ second Den Stora Smakresan journey.The tall ship Götheborg under full sail, captured on its voyage along Sweden’s west coast to Marstrand during Mariestads’ second Den Stora Smakresan journey.
Mariestads limited edition bottles with wax seals and travel-inspired labels, redesigned by Neumeister to celebrate Den Stora Smakresan.Mariestads limited edition bottles with wax seals and travel-inspired labels, redesigned by Neumeister to celebrate Den Stora Smakresan.
Steam train crossing a forest bridge en route to Storuman – part of Mariestads’ Den Stora Smakresan, visually curated by Neumeister.Steam train crossing a forest bridge en route to Storuman – part of Mariestads’ Den Stora Smakresan, visually curated by Neumeister.

Storuman – The Inland Railway

The third journey went north through Sweden on the Inland Line, with Storuman as its final stop.

Mariestads limited-edition beers from Den Stora Smakresan, with distinct labels and wax seals – a refined design by Neumeister.Mariestads limited-edition beers from Den Stora Smakresan, with distinct labels and wax seals – a refined design by Neumeister.
The iconic DC-3 Daisy aircraft on the final Mariestads flavour journey to Berlin, part of Neumeister’s limited-edition beer series.The iconic DC-3 Daisy aircraft on the final Mariestads flavour journey to Berlin, part of Neumeister’s limited-edition beer series.

Berlin – The DC-3 Daisy

The final journey went by air aboard the legendary DC-3 Daisy, bound for Berlin – the city where Richard Bengtsson first discovered his passion for beer.

Mariestads limited-edition collector’s box with Islagrad Rothpils bottle – a premium design by Neumeister celebrating Swedish brewing craft.Mariestads limited-edition collector’s box with Islagrad Rothpils bottle – a premium design by Neumeister celebrating Swedish brewing craft.
Mariestads limited-edition wooden box showcasing eight brews from Den Stora Smakresan – a refined Neumeister design honouring craft and tradition.Mariestads limited-edition wooden box showcasing eight brews from Den Stora Smakresan – a refined Neumeister design honouring craft and tradition.