Modernizing a Heritage Beer Brand
Carlsberg was founded in Copenhagen in 1847. Today, it’s one of the world’s best-known premium beers, and is distributed in more than 140 markets. The Denmark-based company asked Office to help reposition Carlsberg to better connect with the new generation of beer drinkers — while staying true to the brand’s trusted heritage.
To uphold but refresh the brand, we took a balanced approach — maintaining the core visual equities that have identified the beer for decades, but updating the system with a flatter, cleaner look to feel more modern and relevant. We applied that balanced approach to the portfolio design strategy for Carlsberg Pilsner and its variants and sub-brands, as well as to the brand’s updated visual identity system, iconography, packaging, point-of-sale, lifestyle photography and global brand guidelines.