Refining Spritmuseum

A creative partner for museums and cultural destinations.

MarsApril is a Stockholm-based creative and digital agency with experience in branding, communication and digital experiences for museums and cultural destinations. As a long-term partner to Spritmuseum, Sweden’s museum of drinking culture, we work across brand strategy, visual identity, exhibition design, campaigns, digital development and product design.

The collaboration spans both physical and digital experiences, from evolving the museum’s identity and communication to creating exhibitions, visitor experiences and digital platforms. Our role combines strategy, creative direction, design and technology to help make cultural content relevant, accessible and engaging for both Swedish and international audiences.

Expertise: Brand strategy, Visual identity, Museum branding, Exhibition design, Digital experiences, Web design & development, Campaigns, Art direction

  • The tagline “Museum of Swedish Drinking Culture” was added to clarify the meaning of Spritmuseum for an international audience.

  • A wide color scheme was implemented to create visual variety and categorize the museum’s diverse offerings.

  • The dividing line is a key graphic element that adds structure and recognition. Three lengths are used for flexibility across formats.

  • A wayfinding icon system was created to guide visitors through the museum. The icons were implemented on cork signs, echoing the material of wine corks.

  • An LED screen in the lobby keeps visitors updated on exhibitions, opening hours, and daily events.