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Responses by Jens Nilsson, art direction/design/photography

Background: The purpose was to create striking packaging and labels for PangPang Pills, the new 5.8 percent dry hopped pilsner from Swedish microbrewery PangPang.

Reasoning: The concept is simple and fun through the direction and connection between the beer style “Pilsner” and the visuals of the pills.

Challenges: Deciding on how simple or detailed the pills were going to be. Favorite details: How the rounded feeling of the type, pills and the direction of the photography all come together. I also like the flat hierarchy of how the name and volume is set and balanced.

Visual influences: The visuals are very influenced by an emoji style.

Specific demands: The pills concept and idea was very clear from the start, so that made everything easy and straightforward to work with.

jens-nilsson.com

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