Gammel Dansk (Old Danish) is quite simply a work of art. The Danish liquor has been around for more than 50 years thanks to its unique taste and complex recipe of 29 carefully chosen herbs. We modernised the packaging design for Arcus Denmark, emphasising the proud story and heritage of tradition, craftsmanship, and attention to detail.
Design Director, Mikael Tonning, explains, “The design on Gammel Dansk has to show the pride that goes into creating this product as well as the craftsmanship of the process. We looked at all the elements that make up the bottle design and reconsidered their function and importance. Gammel Dansk is a complex product with its own quirkiness so the product design should support that.”
By redrawing every element on the bottle to ensure the quality and sharpness and emphasise the uniqueness of the taste in the design, we brought the heritage, origin, pride and slight quirkiness to life again.