ABOUT

After 168 years brewing (probably) the best beer in the world, stiff competition meant Carlsberg was in danger of losing standout status. Lack of design consistency meant the relationship between the core Carlsberg label and sub-brands Export and Elephant had become unclear, with the latter outperforming the Carlsberg master brand in some markets.

Working with the Carlsberg Senior Management and Internal Design Teams, we delivered cohesion to the Danish giant, refreshing their global visual identity and tying their portfolio together with simplified, symbol-filled packaging.

First we needed a new brand focal point. Step forward the Hop – a visual asset unique to Carlsberg for more than 100 years. Extended across all touch points and given dramatic emphasis with our ‘Shard Light’ graphic system, the Hop became the key to creating a unified fridge of beers – all visually individual, but each driving equity back into the Carlsberg master brand.

Taken as a whole, the new brand identity can be adapted for different seasons, campaigns and markets, while still retaining the essential Carlsberg flavour. The result? One satisfied super brewery; one brand identity that’s flexible enough for the future and a simplified, premiumised family of beers.