ABOUT

Carlsberg faced many strategic challenges globally: lacking relevance due to increased pressure from craft beers; delisting from multiples; a visually in-cohesive portfolio of brews; disparity in brand reputation market-to-market; poor brand recognition (at both fixture and back bar); and a vast and confusing range of glassware and bottles to name but a few.

Fundamentally, the brand needed: a premiumisation strategy; a distinctive and consistent tone of voice; a coherent future-proof visual identity system; and a compelling reason to be – starting with substantiating why Carlsberg is 'Probably the best beer in the world'.

To breathe new life into one of the world's most iconic brands and ensure it would resonate with new and existing customers, our brand and design strategy was to travel back in time and revisit (and respect) Carlsberg's illustrious past. Embracing Danish design principles and J.C. Jacobsen's fervent belief in striving for better became the brand’s new driving force.