Vång is a fictional brand of non-alcoholic wine that aims to feel just as refined, thoughtful, and high-end as traditional wine just without the alcohol. The goal with this project was to challenge the visual expectations surrounding alcohol-free beverages. The name Vång is Swedish and refers to a cultivated field – a poetic and grounded nod to nature, care and time. Each wine in the series has its own story and mood, captured through the names.
Through my thesis I analyzed traditional French red wine labels to understand how quality is communicated. These insights formed the foundation for the labels. The biggest challenge was finding a balance between tradition and innovation – keeping a sense of authenticity while pushing the alcohol-free category toward something more desirable visually.
