Nicklas Hellborg designed the SMFBeer packaging with nature in mind. Across the front of the labels, the aging rings of a tree can be seen, as if one was looking down at a fallen pine.
Having these types of connotation on the front of a beer label conjures up ideas of freshness, which is exactly the kinds of thoughts beer sellers want going through their customer's minds. Using nature to stir this type of thinking works well with alcoholic beverages, and has been used by major labels such as Budweiser and Molson. Nicklas Hellborg manages to convey nature here in a way that's not completely in one's face, but prominent enough to still get consumer's attention.