Scandinavian Airlines, SAS, wants to declare that they know Scandinavia better than anyone else. With the desire to serve pre-mixed cocktails in the air, their natural move was to ask Tjoget (one of the 50 best bars in the world and the best bar in Sweden) for help. The brief was to create a packaging that showcase the Tjoget origin. Tjoget is the Swedish word for “a score” and the bars identity is more or less all about the number 20.

First stage the cocktails are served in business class only.

The packaging illustrations tell the story of each drink in the most complicated way possible – all with the aim of helping travellers waste time at 10,000 meters altitude. In addition, the shape of the bottle with its prisms invites it to be twisted and turned in the light.

We chose a design language that stands the profound test of the many traveling hours up in the air. The bottle’s prisms invites it to be twisted and turned in the light and its illustrations to be twisted and turned in the darkness of our minds.

The design quickly spread and became a talking piece on design blogs and social media. The cabin crew witnessed a lot of happy reactions from the travellers.