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Carlsberg: Global Rebrand
Carlsberg faced several strategic challenges, including declining relevance amid the craft beer boom, inconsistent brand recognition, and a confusing portfolio of products. To address these issues, we embarked on a premiumisation strategy, delivered a consistent tone of voice, and created a coherent visual identity that reinforced Carlsberg’s claim of being ‘Probably the best beer in the world.’
Our approach involved revisiting the brand’s rich heritage while embracing Danish design principles and J.C. Jacobsen’s commitment to excellence. The rebrand has since become regarded as a masterbrand masterclass by design and CPG industries. Probably.
Exceptional design thinking. Fun to hang out with. Taxi Studio are the best agency I've ever worked with."
Julian Marsili
Global Brand Director, Carlsberg
We reduced the bottle weight by 10 grams, saving over 130 tonnes of glass in the first year alone and moved to Cradle to Cradle Certified™ ink, making Carlsberg’s green even greener."
Spencer Buck
CCO & Founder, Taxi Studio
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