Office Carlsberg Product Photography 1
June 14, 2010

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.

Office Carlsberg Product Photography 2
Office Carlsberg Label Evolution
Office Carlsberg Branding - Elements 2
Office Carlsberg Branding - Elements 1
Office Carlsberg Packaging - Bottle Detail
Office Carlsberg Packaging - Can
Office Carlsberg Packaging - 24 Pack
Office Carlsberg Packaging - 6 Pack
Office Carlsberg Packaging - 12 Pack
Office Carlsberg Packaging - 20 Pack
Office Carlsberg Product Photography 3
Office Carlsberg Packaging LineUp
Office Carlsberg Branding - Outdoors 2
Office Carlsberg Branding - Outdoors 1
Office Carlsberg Lifestyle Photography 1
Office Carlsberg Lifestyle Photography 2
Office Carlsberg Lifestyle Photography 3
Back to news