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I recently created Klaar, a self-initiated brand concept for ready-to-drink classic cocktails with a Scandinavian twist.
There is plenty I could share about the project, but I wanted to focus on the thinking behind the design.
Growing up in Scandinavia, I have always been drawn to the design language here. It is clean, restrained, and quietly luxurious. Nothing feels overstated.
For Klaar, I wanted to preserve that sense of Scandinavian restraint while introducing something more playful. Cocktail making is rooted in experimentation, creativity, and fun, so the identity needed to express both sides.
The name Klaar is a play on klar, the Swedish word for ready or clear. It refers to the ready-to-drink format, as well as the visual clarity of the cocktails themselves. I wanted each drink to appear transparent rather than cloudy, giving the product a more elegant, refined character.
The two As in the logo form a pair of Scandinavian mountain peaks. The mark is slightly whimsical, which brings personality to an otherwise minimal design. It also gives the brand a distinctive shape that is easy to recognise and remember.
That was the thinking behind Klaar. Does it come through in the final design?
The way the two A's in KLAAR fold into mountain peaks is such a nice touch, subtle enough it doesn't scream "logo trick." Was that detail there from your first sketches, or did it show up later once you'd already settled on the name?
Cheers man! Actually came a bit later in the process. The two A's as mountain peaks idea just kinda jumped out at me as I was messing around with the design.
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This is beautiful, Daniel
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Really like how the visual system actually comes from the idea behind the brand. It feels much more intentional than just using the usual healthcare symbols.
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love this logomark!