Client

Arcus

Industry

Spirits & Beverages

Deliveries

Brand Strategy
Visual Identity
Packaging Design

Exploring the Spirit of the North

Arcus Project was established as an experimental platform for exploring new approaches to Nordic spirits.

Free from the constraints of traditional product development, the initiative brought together craftsmanship, distillation expertise and a more conceptual approach to taste, origin and storytelling.

The first project, Arcus Project No. 1, explored how the character of the Nordic landscape could be translated into a distinct sensory experience.

Translating Nature into Design

Working closely with herbal expert Søren Espersen and Master Distiller Lars Kragelund, botanicals were collected from carefully selected environments across Sweden, Norway and Denmark.

Through fractional distillation, characteristics such as climate, vegetation and geography were isolated and transformed into individual spirit fractions representing each location.

LOOP Associates developed the conceptual framework and visual identity surrounding the project, creating a distinctive expression inspired by scientific precision rather than traditional craft aesthetics.

Designed for Experimentation

The identity system combines restrained packaging, laboratory references, technical narratives and naming conventions derived from the geographical origin of each botanical source.

Rather than relying on familiar handcrafted cues, the design emphasises expertise, process and experimentation.

The result is a coherent framework capable of supporting future explorations beyond conventional category expectations.

A New Expression of Nordic Spirits

Arcus Project No. 1 blurred the boundaries between product development, sensory experimentation and brand storytelling.

Produced in highly limited quantities, the project served as both a creative platform and a catalyst for future innovation within the broader Arcus portfolio.

A contemporary interpretation of Nordic craftsmanship built on precision, exploration and a deep connection to place.