Taxi Studio Wins Gold at The FAB Awards

Taxi Studio has been awarded Gold at The FAB Awards for our work with Carlsberg, recognising the strategic and creative strength of Probably Serif — a bespoke global typeface created as part of the brewery’s evolving international brand identity.

The win celebrates our approach to distinctive brand asset creation, typography and brand world building, highlighting how design can help global brands stand out, scale consistently and solve real commercial challenges.

Developed in collaboration with Carlsberg, Probably Serif was designed to function as far more than a visual identity system. The typeface was created as a critical brand asset capable of carrying the Carlsberg identity independently across global markets, digital platforms, campaigns, packaging systems and regulated "dark markets", where alcohol branding restrictions limit the use of logos and packaging assets.

The project draws inspiration from Carlsberg’s iconic 1904 wordmark, originally designed by Danish artist Thorvald Bindesbøll. Known for its organic curves, architectural structure and expressive detailing, the wordmark has become one of the most recognisable symbols in global beer branding.

The Taxi Studio team deconstructed the original lettering and translated its visual DNA into a contemporary serif typeface system designed for modern brand communications. The resulting typeface preserves the eccentricity and character of the original while creating a scalable system suitable for both Latin and Cyrillic languages.The work supports Carlsberg’s wider global premiumisation strategy by strengthening distinctive brand recognition across international markets.

The FAB Awards celebrate creative excellence across food and beverage branding, design and communications. Winning Gold recognises the strength of Probably Serif as both a crafted design system and a commercially effective brand asset.

As legislation increasingly restricts alcohol advertising and packaging communications in certain territories, Carlsberg required a flexible visual system capable of maintaining brand recognition even when traditional branding assets could not appear. Probably Serif was developed as a solution to that challenge, allowing the brand’s identity to remain instantly recognisable through typography alone. Rather than functioning as a decorative brand element, the typeface acts as a scalable strategic asset embedded across the Carlsberg ecosystem.

The FAB Awards are internationally recognised for celebrating the very best in food and beverage creativity. Winning Gold places Probably Serif among standout work from across the global industry.

For Taxi Studio, the recognition highlights our ongoing commitment to creating distinctive brand worlds that blend strategy, storytelling, craft and commercial impact.

Huge congratulations to everyone involved in bringing this work to life.