Carls­berg Goes into a Global Re­brand

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Dan­ish brew­ery Carls­berg has re­branded glob­ally, us­ing a clean and mod­ern take on its famed font and icons, and fo­cus­ing on Carls­berg’s brand pur­pose of a ‘con­stant pur­suit of bet­ter’. In­deed, the de­sign has looked to ‘bet­ter’ its 171 years of his­tory (since 1847), hence care­fully re-craft­ing Carls­berg’s core el­e­ments--the logo, hop leaf, crown, brand type­face, and sig­na­ture of Carls­berg founder JC Ja­cob­sen. These as­sets com­bine to form a co­her­ent-sim­ple yet ver­sa­tile- master bran­dled iden­tity sys­tem that works across pack­ag­ing, pro­mo­tions and POS ma­te­ri­als for all of Carls­berg’s global vari­ants. In do­ing so, the brand also hopes to re­it­er­ate the famed tagline of the beer of be­ing ‘prob­a­bly the best beer in the world’ which will also be used. Jes­sica Spence, chief com­mer­cial of­fi­cer at Carls­berg Group, 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.” The re­design was car­ried out by Bris­tol-based brand de­sign agency Taxi Stu­dio. The re­ju­ve­nated Carls­berg brand has launched in Scan­di­na­vian mar­kets this Septem­ber and will be rolled out glob­ally over the course of 2019.

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