Design Bridge London

ABOUT

From its inception, Carlsberg has been on a constant pursuit for better. Better beer, better branding, better packaging, yet when it comes to their physical brand experience they could clearly do better.

When it came to the aesthetics, Carlsberg is not the only Danish brand in the pursuit for better, so we also needed to benchmark some of the best Danish product designs to ensure these products were worthy to represent their brand roots.

Originally briefed to increase brand visibility in night entertainment channels in China through new product design, we knew we had to aim higher - we had to channel J.C. Jacobsen’s tenacious spirit and strive for ‘betterment’. 

The Nightlife Entertainment channel in China is dark, crowded, and constantly striving for a better experience for its guests. So, after spending several nights in different nightlife locations we were clear on the pain-points experienced by bar owners, their team members and consumers. This informed individual briefs for the functionality of new products that would solve some of the current challenges whilst collectively improving the Carlsberg Brand image. 

The final solution is a range of brand experience products that solve problems or create opportunities to overall improve the nightlife entertainment channel experience, all designed and executed to the upmost quality considering every detail required to make sure these products last the test of time. 

Better Beer Buckets, lighting solutions, wireless charging stations for consumers, solar panel powered bar signage and even brand signage that doubles as a selfie stand! 

MADEIT CREDITS

  • CarlsbergClient
Annual 2022 ShortlistCarlsberg - In pursuit of betterProduct / Industrial Project featured: on 19th April 2022 Contributor:

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Carlsberg - In pursuit of better

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