Cola and contradictions. Mikael Selin behind Blask’s new design.

By Rasmus Vestergaard
Published 08/09/2022
Category: Project
Featuring: Mikael Selin

What comes to mind when you think of the taste of cola? An ingredient? Feeling? Colour? Perhaps a specific brand? That was the challenge Swedish designer and illustrator Mikael Selin faced when he worked on the new packaging design for Blask, a range of craft sodas.

“I like the challenge of portraying something that is meant for both eye and taste. Making it taste as good for both.”

Mikael Selin, Illustrator and Designer

What is so tricky about illustrating cola?

Mikael Selin, “The taste of cola is more associated with brands than with ingredients. At least, at first thought. People might associate more with the colour black or red or just think of the bigger brands right away. Using an ingredient for cola would confuse consumers more than guiding them. I resorted to the ‘fluid’ approach of cola. You know the tasty glass of cola just bubbling away and making waves in an ice cold glass.”

“‘Blask’ is Swedish for “watery soda pop”. We chose a negatively charged name for something extremely well done, including the artwork. We wanted the artwork to be a contradiction to the name. So you understand that this can not be bad. At all.”

And Blask is not bad at all. A group of experienced brewers have worked hard to perfect the recipe and taste. Selin wanted this craft to reflect in the design, so he used a kind of “vintage look for the textures of the fruits included in the drink. I wanted it to feel natural and handcrafted”, as he puts it.

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