Arctic has always been an essential product for Mack, highlighting their position as the worlds northernmost brewery and Tromsø’s history as a base for arctic expeditions. At the time Mack asked us to redesign Arctic, the design had taken a sporty direction, with elements reminiscent of old Norwegian cross-country ski designs. This type of nostalgia worked well with the Norwegian customers, but as Mack was getting ready to export Arctic, the design had to communicate Norwegian and arctic in a more direct and obvious way. We kept the colours and cleaned up the type and logo, giving the Norwegian flag a more prominent placing. We also added the winter mountain range, based on Lyngsalpene, the famous alps in Tromsø. The design seemed to fit well with its audience and is together with Isbjørn Mack’s most exported product.