The Carlsberg Group is an amalgamation of beverage companies—beer and otherwise—from around the world. The sheer diversity of the portfolio, with its well-recognised and highly appreciated local brands, meant Carlsberg had to find a way to include its master brand values and expression into local product ranges—without compromising the brand assets the local products continue to enjoy. Our brief was to unify the company and its subsidiaries from an identity perspective, and give a higher level of professionalism to its communication.

The variety of designs used by local brands meant finding a way to integrate key elements of Carlsberg’s visual expression as naturally as possible. Our first step was to develop a clear brand architecture, organising the brands and their relationship to each other and the corporate Carlsberg brand. We then distilled all of Carlsberg’s major design elements into very few, distinct expressions – including an award-winning typeface used globally. All elements and guidelines are available in a user-friendly branding “tool box”.

Carlsberg now has an identity programme that unites its diverse brands, while at the same time allowing flexibility of expression for local market needs. Communicators worldwide are following and implementing the new guidelines, and often use our production company - KP2 - as a go-between to ensure adherence to the new branding approach. The Carlsberg heritage is being communicated worldwide without interfering with local beer brand positioning.

For further information, please contact senior project manager Nicoline Klareskov

or founding partner Bo Linnemann