注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Crafting an Iconic Brand

Crafting an Iconic Brand | 嘉士伯 | Carlsberg | Taxi Studio
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 酒精饮料
媒体:影视
风格: Minimalism
说明cnen
Background

Our task was not to reinvent Carlsberg, a 170-year-old brand enjoyed by millions around the world, but to continually improve the brand experience, in line with the vision of Carlsberg’s founder J.C Jacobsen.

Our primary task was to create a brand look and feel that could stand the test of time and develop a coherent, holistic master brand visual identity system that would unify Carlsberg’s disparate variants and sub-brands, diverse global markets and champion the principles of great Danish design.

Furthermore, we needed to force reappraisal of the brew and brand in markets that required it, while retaining Carlsberg’s high-end positioning in markets that had already accepted the brand as a premium beer.

Describe the creative idea (40% of vote)

J.C Jacobsen was a true pioneer of his time. He was the first brewer to combine the art of science with the art of brewing, creating the famous Carlsberg laboratory, which is still in existence today.

His progressive attitude is encapsulated in the so-called 'Golden Words' from his will:
'In working the brewery we should be in constant pursuit of better beer so that the brewery may always set standards and assist in keeping beer brewing at a high and honourable level’.

These Golden Words were the driving force behind the rebrand, which has the 'constant pursuit of better beer' at its heart. As part of this ethos, sustainability was a critical part of the design brief. Bucking current industry trends, the robust, versatile identity system has been designed for longevity rather than obsolescence.

Describe the execution (40% of vote)

From these golden words, we developed three design principles: Crafted Authenticity, Danish by Nature and Progressive Ingenuity. These design principles give us a lens we can use to appraise all elements of design. They are the guardrails that ensure consistent global execution.

Once we had the lens to evaluate every design decision, we were able to start looking closely at all the individual component parts that conveyed the Carlsberg brand. And the research into the brand's heritage (archive) led to all the brand elements being carefully re-crafted for the first time in many decades years, striking the perfect balance between form and function.

The recrafted elements combine to form a coherent master brand-led identity system that works across packaging, promotions, communication and point-of-sale materials for all of Carlsberg's global variants. The core elements include the logo, hop leaf, crown

List the results (20% of vote)

The recrafted elements combine to form a coherent master brand-led identity system that works across packaging, promotions, communication and point-of-sale materials for all of Carlsberg's global variants. The core elements include the logo, hop leaf, crown and brand typeface, as well as the signature of Carlsberg founder J.C Jacobsen.

And in redesigning the Carlsberg logo, we were able to achieve something previously not possible - lock-up elements to create a robust, flexible design architecture.


- Rebrand rolled out across 122 SKUs
- Distributed into over 80 markets around the world
- Became the "people choice - most popular beer brand" in China
- 250 million media impressions on launch
- Restored brand pride and galvanised internal teams
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 设计
Rebrand / Refresh of an Existing Brand
最新更新
加载中...
赞助商