Lucky Bait
Hooked from day one – Sweden’s new go-to beer.
Innovation / Strategy / Packaging Design / Production
- 7%Market share after just 3 months.
- +10MCans sold in the first 6 months.
- #1Most successful beer launch in Sweden since 2020.
In Sweden’s strictly regulated beer market, where all alcohol is sold through Systembolaget and brands are neither allowed to advertise nor influence pricing, design becomes the primary competitive tool. Spendrups faced the task of standing out in an environment characterised by uniformity and limited opportunities for brand building.
Lucky Bait was developed to break this pattern, with a distinctive visual identity that combines humour, colour, and confidence. Drawing inspiration from Swedish fishing culture, the can itself becomes a “lure” capturing attention at shelf while building emotional recognition. The result shows how strategic design can drive both impact and commercial success, even within one of the world’s most heavily regulated markets. Within just a couple of months on shelf, Lucky Bait went from unheard of to the third best-selling beer in Sweden. A reel catch, indeed.
What we did
Innovation – Through our insight driven innovation process, we helped Spendrups to identify areas of opportunities in the beer category and fill their pipeline of sharp ready-to-launch concepts, with Lucky Bait as the first one to hit the market.
Packaging design – Every detail was carefully crafted to come together as one strong concept and distinctive beer brand. The work focused around the character creation, distinctive colours and to hit the right cues for beer.
Production – In close collaboration with Spendrups and the global can producer Ball, we translated the concept and design into final artwork and a high-quality printed can.
