Packaging designed for the Icelandic market but produced in Sweden is competing in the Graphic Packaging Design category of Packnorth Award 2026. The package, created in the form of an exclusive book, contains two cans of energy drink from the Collab brand and was produced by FrontPac in Arlöv, Sweden. We spoke with Jesper Ladelfa, Marketing Manager at FrontPac.
Laufey is a well-known artist, particularly in Iceland. She partnered with Collab, an energy drink brand, to create an energy drink bearing her name. Earlier this year, the company launched a limited-edition campaign product that was not available in stores.
The campaign centered around a package containing two cans of the drink—one caffeinated and one caffeine-free—both branded with Laufey’s name. In true Icelandic fashion, the beverage contains fish collagen. The water is sourced from Iceland, and the product is marketed not only as an energy drink but also as a wellness beverage.
For the campaign, the drinks were distributed in a specially designed book-shaped package produced by FrontPac.
“FrontPac has worked with Collab for many years, so it was natural for them to ask whether we could help,” says Jesper Ladelfa.
“Of course, we could. We have produced several packages for their beverages over the years. We discussed different ideas and showed them some book-style packages we had created previously. Laufey also has her own book club, so the concept of a book felt like a natural fit.”
“We then developed a completely bespoke book design featuring their graphics and a soft-touch coating that creates a pleasant tactile experience. The package also delivers a genuine unboxing effect. The colours stand out and create a very distinctive feel.”
“This was a campaign project, so the volumes were relatively limited.”
The package is constructed as a book-like structure with eye-catching graphics that immediately communicate a premium feel and a strong storytelling element. Inside, it features a custom-designed insert that presents the product in a thoughtful and visually appealing way, with every detail contributing to the overall experience.
The chosen material is a high-quality paper enhanced with premium surface treatments, including a soft-touch finish that creates a luxurious tactile sensation and reinforces the perception of quality. According to FrontPac, the combination of structure, materials, and finishing has been carefully balanced to strengthen the brand experience and position the product clearly within the premium segment.
“The packaging’s strong visual expression and high wow factor played a key role in elevating the launch and creating a memorable product introduction event,” says Jesper Ladelfa.
“It became the largest and most successful product launch Collab has ever carried out.”
“In fact, we have already received inquiries from other customers in Iceland who recognised the package and wanted to know whether we produced it. Several have expressed interest in creating something similar.”
“This project demonstrates that we can master virtually any type of packaging construction. It was an opportunity to showcase our creativity. We have four structural designers working with packaging every day, and naturally they enjoy receiving challenging assignments.”
“One particularly interesting aspect is that we can manufacture this type of book package using automated production processes.”
Enter Packnorth Award 2026
Do you have packaging that deserves to be part of Packnorth Award 2026? Do not hesitate to enter. We encourage you to submit your entry before the summer holiday period. Enter the competition here!