Free as a Falcon

Falcon is a staple on the beer shelf and one of Sweden's most well-known brands. Shortly after a new packaging design was introduced, they approached us with the task of creating an advertising concept. The brief: introduce Falcon to new generations without losing the trust of those who already love the brand.

The concept – Free as a Falcon – is built on the idea that the feeling of freedom comes from within. Whether you're in the forest with songbirds as your only companion or in an urban environment surrounded by loved ones, true freedom is a mental state where you can feel, think, and do whatever you want. And sometimes, an ice-cold beer is all it takes to enhance the moment – so that you feel as free as a Falcon.

The visual identity was developed alongside the concept, centering on something as simple and clear as the sky: it's the falcon's territory and a timeless symbol of freedom, often found in hymns, song lyrics, and poems. For the launch campaign, we asked the artist ORKID to record a new version of the classic song Vingar.