Brand strategy, visual identity, logo, label design, typography, color system, landing page.

VÄL is a new kind of drink in the Swedish beverage landscape — a fresh, tangy, bubbly, naturally fermented honey-based beverage. It’s equal parts refreshing and complex, healthy yet indulgent.

The challenge was to introduce this unknown category to a niche but discerning audience: foodies, fine dining restaurants, gastro pubs, and curated cafés. The brand needed to feel elevated, clean, and natural — while still celebrating the funky, fermented, artisanal character of the product.

We positioned VÄL as a beverage that’s as refined as it is raw. The identity strikes a balance between minimalism and craftsmanship.

Logo: A simple, elegant wordmark with a distinct personality. Accompanied by an icon that hints at the drink’s bubbly, living nature — referencing fermentation and effervescence in a subtle, abstract way.

Typography: A geometric, friendly sans-serif forms the foundation of the brand’s tone, chosen to align with the clarity of the logo. To add a spark of personality, a quirky italic monospace typeface was introduced — evoking both the scientific and artisanal aspects of fermentation.

Color Palette: The identity is grounded in a smooth, natural honey yellow — evoking the core ingredient — paired with a deep teal for contrast and depth. The palette feels organic, warm, and premium.

The bottle label features a grainy gradient that suggests both the lively fizz of the beverage and the microbacterial culture within. It’s clean and modern, but with subtle nods to the complexity and natural fermentation behind each batch.

We launched a minimal landing page with a clear purpose: to inform and convert potential resellers. The design is clean and product-forward, with a warm, inviting tone — and a simple contact flow that makes it easy to reach out and order.

VÄL now enters the market with a strong, memorable identity that reflects its unique character. The brand speaks directly to the food-forward crowd — curious, quality-driven, and ready to try something new.