THE KøBENHAVN COL­LEC­TION

WIN­NER: FMCG; WIN­NER: WINE, BEER & SPIR­ITS

Computer Arts - - Special Report - by Taxi Stu­dio www.taxis­tu­dio.co.uk

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.

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