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Carlsberg’s Global Redesign Puts A Modern, Refreshing Spin On Its Timeless Brand
By Izza Sofia, 10 Sep 2018
Carlsberg has rolled out a global rebrand in collaboration with design agency Taxi Studio, which has given “probably the best beer in the world” a refreshing spin on its core elements—logo, crown and the signature of its founder JC Jacobsen.
Instead of following trends, the Taxi Studio team decided to pay homage to the brand’s roots. It conducted extensive research on Carlsberg’s 171-year heritage to focus on Jacobsen’s brand purpose of “constant pursuit of better.” The team retains the brand’s major elements but with a clean and modern overhaul.
Taxi Studio’s creative partner Spencer Buck calls the new design “an anti-trend.” Buck explained that at the core of the revamp is the guiding principle “designed to be permanent” and that there should not be any need for a redesign for quite some time.
For consumers who think that the new design resembles the former, Carlsberg’s design director Jessica Felby clarified that because the company isn’t planning to embark on a rebrand every three or five years, Carlsberg opted to look timeless instead and did not seek a vastly different aesthetic through this redesign.
Scandinavia will be the first to see the redesign, followed by Carlsberg’s remaining markets worldwide in 2019.
[via Creative Bloq, images via Taxi Studio]
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