You can’t fault the Swedes for going with mostly old-world and rustic-style beer labels. There’s a lot of great Scandinavian history and heritage to tap into, and it quickly communicates the provenance of the beer and a way to display pride in its origins. The downside, however, is that with so many breweries leaning on it and so much competition, it can lead to a brand blending in rather than standing out.

So it’s refreshing to see 5MAN, a brewery located in Bryggeri, take a very different approach with its brand refresh. The Swedish beer maker was founded in 2019 by a group of friends, and recently enlisted creative agency Snask to design packaging, though the project would turn into a complete brand refresh. Previously, the 5MAN brand was less of a priority on the labels, and each brew had a wholly different design that wasn’t tied to the brewery; all of the brewery’s offerings seemed to exist within their own universe.