Carlsberg Branding
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Illustration
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Lettering
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.
I collaborated with the team to redesign the core elements include the logo, hop leaf, crown and brand typeface, as well as the signature of Carlsberg founder JC Jacobsen.
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.
Background
Spencer Buck, creative partner at Taxi Studio, says:
"I think the public, when they really get to know Carlsberg, will fall in love with it. Brand's search for purpose is a bit of a buzzword, but it's incredibly important. Carlsberg's had purpose since 1847."
Jacobsen's progressive attitude is encapsulated in the so-called 'Golden Words' from his will: 'In working the brewery we should be in constant pursuit of better beer so that the brewery may always set standards and assist in keeping beer brewing at a high and honourable level’.
