90’s attitude meets modern Gen-Z energy.

Smèrrig already has a strong and recognizable visual identity, featuring artwork illustrated by Petsi. For King’s Day 2026, we were asked to translate this bold and raw style into a slightly more mature visual world, without losing the unique character of the brand.

For this edition, we combined the recognizable style of Smèrrig with an energetic 90’s illustration vibe, dynamic video footage, and a raw, playful aesthetic. The result: a visual mix where nostalgia and modern Gen-Z energy come together.