Carlsberg Major Global Rebrand

Carlsberg Major Global Rebrand / World Brand & Packaging Design Society

Taxi Studio - Carlsberg

" Taxi Studio has collaborated with Carlsberg on a major global rebrand, unifying its diverse markets with a simple yet versatile identity system that champions the principles of great Danish design.

Following extensive research into the brand's 171-year heritage, Carlsberg's famous brand elements have been carefully re-crafted for the first time in several years, striking the perfect balance between form and function.

These assets combine to form a coherent master brand-led identity system that works across packaging, promotions and POS 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 JC Jacobsen.

Jessica Spence, chief commercial officer at Carlsberg Group, says: "The Carlsberg brand has an incredibly unique history. There's no other brand that played this sort of role as a turning point in the global brewing industry. That makes it a fantastic opportunity to work on."

Spencer Buck says: "The new design system is very much anti-trend. It's designed to be permanent, or more permanent than any iteration of the design system has been before. There shouldn't be any need to change this for a good long time. That's part of the sustainable thinking that was built into the very core of the brief."

Jessica Felby, design director on the project for Carlsberg, says: "Designs used to last 10 years, then five, now brands redesign every three years. It's all based on trends that go out of style. We weren't going to do that."

Felby adds: "It's only when you see the previous design that you realise that the new design is new, because it looks like a design that's always been there. It looks like what Carlsberg should always have been."

The rejuvenated Carlsberg brand is launching in Scandinavian markets in September 2018 and will be rolled out globally over the course of 2019."

Carlsberg Major Global Rebrand / World Brand & Packaging Design Society
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society.gif
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society.gif
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society.gif
Carlsberg Major Global Rebrand / World Brand & Packaging Design Society.gif

Design Agency: Taxi Studio
Article Title: Carlsberg Major Global Rebrand
Brand / Project Name: Carlsberg
Design Credits: 
Spencer Buck,
Jonathan Turner-Rogers,
James Gilmore,
Ali Bartlett,
Jonathan Ferriday,
Jasmine Rees,
Liv Beresford-Evans,
Hannah Bartholomew,
Lottie Pettinger,
Jessica Spence,
Jessica Felby,
Benjamin Hoffman,
Project Type: Consumer Brand Redesign, Consumer Brand Rejuvenation, Consumer Brand Refinement
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Corporate Brand Identity, Corporate Branding, Corporate Rebranding, Corporate Brand Experience, Corporate Graphic Design, Corporate Brand Guidelines, Consumer Brand Identity, Consumer Branding, Consumer Rebranding, Consumer Graphic Packaging Design, Consumer Brand Guidelines
Location: United Kingdom
Market Country: Afghanistan
Market Region: Global
Project Type: Agency Commercial / Published
Project Category: Beer and Cider
Consumer Packaging Format: Bottle, Box, Can, Jar
Consumer Substrate / Material: Glass, Metal