New sales effort needed

A few years ago, the Carlsberg group faced stiff competition in a crowded market lacking differentiation. Acknowledging the impact of visually compelling packaging, the corporation strategically shifted its sales focus to emphasize the value of each beer individually, bottle by bottle to enhance consumer value.

Furthermore, with an eye on the lucrative bottled water market, Carlsberg aimed to capitalize on its potential there.

Classic and modern

To revamp the packaging of key brands and achieve a timeless yet contemporary brand expression, we delved into the Carlsberg archives for inspiration. Drawing from a striking label design and various hand-drawn typefaces, we reimagined the labels of Carlsberg’s flagship products. This included an iconic redesign of the standard water bottle, seamlessly integrating mineral water into their core product lineup.

Top brands enjoy strong market positions

A redesign of the brand resulted in:

A successful shift from sales-volumes to genuine consumer value with a redesign which demonstrates traditional brand values in a modern market.

Carlsberg’s top brands enjoy strong market positions and are clearly distinguishable from the competition.

“A redesign that demonstrates traditional Carlsberg brand values in a modern market”