ABOUT

Carlsberg UK commissioned us to create a ‘placeholder’ design in the form of limited-edition packs while work was going on to reposition the global Carlsberg brand. We created three graphic patterns, each representing Carlsberg’s iconic ingredients: barley, hops and their ground-breaking brewer’s yeast. This distinctive green and white patterning, synonymous with Carlsberg, then took on a life of its own and became a festival headliner.

The result:
- 6% sales increase
- 475,000 paper cups distributed across UK festivals
- 100% recyclable cup