Brief: Develop an innovative idea and a concept for a new beer brand. With one single requirement - that it must have a clear Stockholm connection.
Solution: Drinking alcohol is not allowed anywhere in the city of Stockholm. The place you might first think of with a prohibition is the Stockholm subway. Still, the laws do not seem to be followed, more and more alcohol is consumed in local traffic. Maybe it's time to take this famous phenomenon and make out the train beer for real? Because that's exactly what I did. Tågöl is inspired by the seats designed by Lasse Åberg in 1997 and is so strongly associated with Stockholm and the metro. The can is camouflaged with the seats to avoid confrontation with the guards. To put the concept together, I chose to make a package like a subway train.
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