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.