Saltaire Heritage Export Beer Design: A British Classic Reimagined for Sweden

Bringing Yorkshire Character to Sweden's Craft Beer Scene

Second Language has unveiled the new export-led brand identity for Saltaire Brewery’s Saltaire Heritage English Pale Ale — a premium branded beer created to capture the rugged beauty and understated confidence of Yorkshire, while resonating with the Scandinavian taste for clean, timeless design. Blending British heritage with Swedish design sensibility, the project builds on Saltaire’s authentic brewing roots to establish a brand fit for international growth and Systembolaget’s discerning shelves.

Explore Saltaire Brewery brand refresh

Export Beer Design - Strategy & Brand Storytelling

Inspired by our wider approach to strategic brand storytelling and market-led design, Saltaire Heritage branded beer was shaped around the idea of being “Yorkshire born, British at heart” — a beer with genuine provenance, positioned to stand apart in the Swedish market. The chosen concept, ‘Swedish Noir’, transforms the Yorkshire Dales into a moody, cinematic landscape: a stone wall and gate set against brooding skies in navy, cream, golden and earthy tones. The design complements the warm amber of the beer and aligns with Saltaire’s existing brand identity while appealing to Sweden’s premium craft audience.

Swedes are curious about Britain — its pubs, its humour, its weathered countryside. Saltaire Heritage gives them all of that, beautifully bottled.

A Modern Take on Heritage Branding

The export beer design label’s composition balances familiarity with distinctiveness: a badge-style layout echoes trusted Scandinavian beers, while subtle gold accents and illustrated Yorkshire scenery convey craft, quality, and storytelling depth. The result is an export-ready design that celebrates place, authenticity and craftsmanship — key drivers for today’s global beer drinkers.

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