THE KøBENHAVN COLLECTION
WINNER: FMCG; WINNER: WINE, BEER & SPIRITS
To reinforce its new Danish-centric strategy, Carlsberg UK briefed Taxi Studio with creating limited-edition packaging that would help translate this new positioning across the brand. As the target market was 25- to 29-year-old males driven mainly by taste, Taxi focused on designs inspired by Danishness and anchored in flavour. Each pack embodies an abstract interpretation of Carlsberg’s most iconic ingredients: barley, hops and legendary brewers’ yeast, creating a showcase of the brand’s offering – premium beer from Denmark with love.