Oddbird was founded by Moa Gürbüzer, a former family therapist and social worker with over 2 decades of experience. Having worked mainly with alcohol related family issues she, first handedly, saw the detrimental effects of alcohol on our society. Gürbüzer was astonished by how recurrent so many of the issues were and realized there needed to be a structural change. Consequently, she quit her job and started Oddbird in 2013. Gürbüzer’s vision was to question and change the alcohol norms of society by creating world class wines but liberating them from alcohol. Today Oddbird is the largest producer of wines liberated from alcohol in Scandinavia.
Expanding their product catalogue from the wines that they built their reputation on, Oddbird commissioned Lundgren+Lindqvist to work on the naming and the design of the packaging for their first range of beers. The first beer in a planned series of forthcoming releases is Oddbird Tanager IPA, which was named after the bird depicted on its label. Much like Oddbird’s wines, this beer is not a second best standing next to its alcoholic counterparts, but a beer that can be selected based on taste alone.
For the labels, a series of bird motifs were designed, visually linked together by a set of vertical bars running across the can. The idea is that by opening the can, you liberate the bird from its cage; alluding to Oddbird’s tagline – ‘Liberated from alcohol’. For the release, a concept of in-store display cages in stainless steel was also developed, to further strengthen the concept.
