My goal with this brand relaunch was to reach a more hip and youthful demographic with respect to the historical significance of the name L.O. Smith. Lars Olsson Smith was a spirits manufacturer in Sweden. He was know as “The King of Spirits” (Brännvinskungen) because of his domination of the of spirits production in Stockholm during the end of the 19th century. The Swedish crown in the logo adds a graphic playfulness to appeal to a contemporary audience and not feel like a dated brand.