Wisby is a beer brand named after the medieval town of Visby using its historical spelling with a “W”. While previous packaging featured a calm and elegant Scandinavian design language, it did not fully embrace the unique character and historical significance of Visby itself.

DOT’s challenge was to create a stronger connection between the brand and its place of origin by capturing the grandeur of Visby’s iconic architecture and medieval heritage within the limited format of a bottle label. At the same time, the design needed to balance historical references with a contemporary expression, avoiding a purely nostalgic or traditional look.

The new identity draws inspiration from Visby’s distinctive fortifications and architectural details, translating them into a refined and modern visual language. Carefully crafted typography, graphic elements, and premium finishing techniques reinforce the brand’s quality credentials while creating a more ownable and memorable expression.

The result is a packaging identity that celebrates Visby’s rich heritage while remaining contemporary and relevant, strengthening the brand’s sense of place and giving Wisby a more distinctive presence across both on-trade and off-trade channels.