ATELIER B

Selected work · 1997–2026

Strategy first, clarity before craft.

Showreel

Campaigns, films and activations for international brands.

Absolut · Electrolux · Carlsberg · Martell · Malibu

1:18

Absolut Vodka

Limited editions · Packaging · Campaigns

Fifteen years of Absolut

Challenge
Every year-end the category cuts prices to secure volume. Absolut needed to win the shelf and the bar without discounting.
Solution
Make creativity and culture the value instead. Each year the bottle and everything around it was transformed – Glimmer, Rock, Pride, Mode, Illusion, Warhol, Unique.
Result
Absolut Unique: four million bottles, every one different. Sold out at full price. Pentawards Diamond Best of Show, Cannes Lions Gold, D&AD Yellow Pencil.
Fifteen years of Absolut – 01
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01 / 09

Larsen Cognac

Brand platform · Limited editions · Retail

A Nordic cognac

Challenge
Cognac had become a drink of the past. Larsen needed to make it relevant to a new generation – bringing a Nordic twist to a category ruled by craft and French heritage.
Solution
Eight years of brand building – platform, packaging, limited editions like the Sneaker Edition and artist collaborations, films and brand spaces that make the Nordic story Larsen's edge.
Result
A string of international spirits awards, growing interest from global collaborators and a new generation discovering cognac through Larsen. A classic brand, made modern.
A Nordic cognac – 01
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01 / 07

7-Eleven

Strategic platform · Product

Go. Eat. Play.

Challenge
7-Eleven had become a trusted Swedish household name – but stood for little more than “just” convenience. With competitors moving into its territory, the brand needed a reason to be chosen, not simply passed.
Solution
A new platform repositioning 7-Eleven from a necessity stop to a food destination on the go – the world's smallest food court, drawing on its global presence with flavours from around the world, in product and communication.
Result
More people came in, and they came for the food. Store traffic rose, 7-Eleven became established as a food destination, and the new menu brought fresh energy to every store in the chain – setting it clearly apart from other convenience stores.
Go. Eat. Play. – 01
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01 / 05

More work

Campaigns, film, identity and photography.

About

I'm John Lagerqvist. I find the real problem behind a brand challenge, set the strategy and originate the idea – then direct the people who bring it to life.

Atelier B is my independent practice for strategy, creative direction and design – brand activation, packaging, limited editions and collaborations. An AI-augmented workflow lets me deliver senior thinking at startup speed.

Before this, 25+ years leading creative work, most recently as ECD and founding partner of Drama Queen, a 110-person Nordic group. Long relationships with Absolut, Carlsberg, Larsen, Volvo, Sony and Electrolux. Trained at the Academy of Art University, San Francisco.

Selected clients

Absolut · Pernod Ricard · Martell · Chivas Regal · Ballantine's · Malibu · Carlsberg · Larsen Cognac · Heering · Anora · Volvo · Sony · Microsoft · Nokia · Electrolux · L'Oréal · NYX · Levi's · GEOX · NA-KD · McDonald's · 7-Eleven · Statoil · Neste · Hesburger · Betsson Group · Babas · Aito · Swedish Match · Apotekarnes · Pepsi · Karo Healthcare · Mindler · Nobis Hotel

30+ International awards

Based in Sweden, working worldwide

Available for adoption, hire and freelance

Contact

Let's talk.

john@atelierb.seLinkedIn ↗

+46 73 818 00 00 · Stockholm