Gåsebäck gets its own beer! (And it’s way limited)

Illustrator, Photoshop

It must have been several years ago since Micke Hagström first coined the name for an imaginary beer with connections to my favourite spot in town called Gåsebäck. This is the place where we shot our webseries Fredagsmys, and beer was a big piece of that puzzle. We tried to push a bit for it but nothing really happened. It stayed an unrealized dream for a while longer.

During the performance-art spectacle “En safari i smutsen” I sent out invites in beerbottles labeled “Gåsebärs” (Goosebrew) which had to be smashed in order to get the invite out.

Recently I came into contact with a local brewery thanks to a friend with good ears. She mentioned the idea to Helsingborgs Benchwarmers Brewing Co and they gave me the chance to come up with the design. Quickly I might add. The beer is a citra hop IPA, and I wanted to incorporate that into the colors of the design. I didn’t want to go down the obvious route and put a big goose on the lable (Gåsebäck roughly translates to “Gooscreek”). Instead I wanted to mirror the underground art and culture which resides in Gåsebäck. The area sometimes gives me the occasional DDR-vibes, so I tried to remember how some of the German beerbottles in my grandpas basement used to look.

I used Adobe Dimension to create a mockup for the ad and went all in with ice, splashes and condensation.

The beer will only be available during a local festival at Gåsebäck 14th – 16th of June. It’s a limited edition of 300 cans, after that, they’re gone. Designing a beerlabel has been on my bucketlist for quite some time now and even if this one doesn’t hit the stores, I’ve got a feeling the next one just might. Let’s just say this put something in motion…

This cheesy poster will hopefully get the festivalgoers thirsty enough to try it out.

Thanks for staying with me, and a big thank you to RAW Print & Design for making this happen on such short notice!