A few years back, we pitched the idea of working with the Gothenburg based artist EKTA (Daniel Götesson) to O/O Brewing. The starting point was the realisation that the artist’s pseudonym, meaning ’real’, ’true’ or ’authentic’ in Swedish, is a descriptive term frequently used in colloquial expressions when discussing the beer scene, which is today full of experimental beer styles. In Sweden, you are likely to hear older people, with a frown, ask for a real beer, usually referring to a classical pilsner or no-frills lager. Having already established a tradition of working with a new artist for the packaging of each new beer, we thought: why not make an Ekta Pilsner (i.e. a real pilsner). A couple of years later, O/O Brewing started to plan the release of a classical pilsner and we contacted EKTA, who was happy to work with us on the project and let us name the pilsner after him. For the campaign, we shot EKTA in his Gothenburg studio.
*A bindi is a red dot worn on the center of the forehead, commonly by Hindu and Jain women.
