From investor to beer coaster
Most of us know Carlsberg as a beer. But thanks to 100+ years of being probably the best beer in the world, Carlsberg has grown into a beverage company. A very large one.
Carlsberg today is a group of brands, some beer and some not, and that creates very real visual identity challenges.
"Carlsberg is just such a great assignment," says Per Holmen, FMCG director at Kontrapunkt. "By working with the corporate and brand identities simultaneously, and handling the production issues for both through our in-house KP2, we had a unique opportunity to find solutions that would ensure a consistent brand experience at every touch point."
The project tapped in to a variety of Kontrapunkt competencies. The corporate identity issues were different than the brand identity issues, but teams were able to work independently yet cooperatively under the guideline of "simplicity", and with a goal of "consistency." KP2, Kontrapunkt's independent production division, ensured solutions could be applied and helped apply them as the new visual identity rolled out.
"With Carlsberg, we were able to ensure a focused and simple through-the-line programme that addresses all points of contact-investors, corporate functions, internal relations, sales and consumers-in a consistent way," says Per. "That isn't always easy for high profile FMCG's, and it's going to give Carlsberg real business advantages in years to come." ///
Contact:
Rasmus Bech Hansen / Co-managing director
Tel +45 33 93 18 83 /
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Read more: All in the family
June 2007