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Carlsberg Taxis

Carlsberg visual brand gets ‘subtle simplification’ to make it more premium worldwide


By Seb Joseph, News editor

September 17, 2015 | 3 min read

Carlsberg’s visual branding has been given the proverbial 'nip and tuck' treatment in an attempt to evolve rather than revamp its claim to be a premium beer.

The update brings the brand’s Hop Leaf to the fore elevated across all line and flavour extensions, sub brands, point of sale and on and off trade activations. To do this, subtle visual tricks via what is dubbed the Carlsberg 'Shard Light’ system are at play to ensure the imagery is not too much of a departure from what has helped turn the beer into one of the biggest in the world over its 168-year history.

While the update spans all Carlsberg’s sub brands, each will still retain their own identity. Some key design features have been kept to ensure that people can easily recognise their beers despite the changes. The aim is that each sub brand champions the Hop Leaf, hopefully triggering the idea of 'Probably the Best Beer in the World' – the brand’s popular strapline, which returned after four years.

Aspects of Carlsberg’s consumer touchpoints deemed surplus to requirements have been stripped out in an attempt to declutter its presentation in-store and emphasise the subtle tweaks that have been added. Additionally, the brewer has partnered with its design agency Taxi Studio to develop a proprietary typeface and ‘Probably’ logo for the beer that borrows design cues from the iconic Carlsberg logo.

Director of strategy and innovation for Carlsberg Brand, Didrik Fjeldstad said: “Consistent and distinctive visual branding is a key strategic lever for Carlsberg and we actively work on strengthening our visual presence in whatever we put in front of our consumers, especially starting on the shelf. This is an ongoing focus for us where we are dependent on strategic and creative contribution from key agency partners such as Taxi Studio."

The launch completes an 18-month process that backs the brand’s more reactive and digitally focused approach to marketing.

Spencer Buck, Taxi Studio’s founder and creative partner added:

Carlsberg Taxis

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