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Crafting an Iconic Brand

Crafting an Iconic Brand | Carlsberg | Taxi Studio
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basics
Industry: Alcoholic drinks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
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
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Design
Rebrand / Refresh of an Existing Brand
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