Carlsberg: A story of brand reinvigoration

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Design consultancy: Taxi StudioAdvertiser: Carlsberg UK

Executive Summary

In early 2016 the Carlsberg brand was in crisis. Customer delists, years of deep promotional activity and a dated brand identity saw this 170 year old icon struggling to stay relevant as the market and consumers changed around it.

Our challenge was how to reinvigorate the brand to make it relevant again to Millennials who were leaving the brand, whilst also driving value to the category and profitability for the Carlsberg business.

The answer lay in Carlsberg's Danish roots, a new proposition and a premium rebrand which oozed Scandinavian...

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