Twenty years ago, in a godforsaken archive, the Swedish engineer Peter Mosten found a peculiar recipe torn out of a 1785 botanical book. Mosten tried to achieve the gustatory sensation promis- ed in the recipe, but failed. It took him a decade of experimentation to reach the necessary heights and to create Sav, a sparkling birch sap wine. The birches grow on mineral-rich land and the trees sip crystal-clear water. Compared to continental sparkling wines, Sav is not a dry- dry but bitter sweet. It is best served chilled accompanied by aromatic cheeses, truffles, foie gras, lightly smoked fish or perhaps smoked wild game or shellfish soup. Sav is not a huge international brand but a Northern dream in the making. Approximately 20,000 bottles are produced annually. Since Sav was a new category of drinks, there was no typical graphic expression to take into consideration. To accentuate this unique and grand beverage, SDL created an elegant profile, where they made use of the link to the birch’s bark – black and white. Simplicity and straightforwardness became the cue for the design, from a Scandinavian perspective. The label is cut on the diagonal; when placed on the bottle the tails form a thick transverse line that complements the brand recognition and is used in several applications.