Addition by subtraction
Time is good for a brand. The longer its consumer exposure, the more established it becomes.
But as it grows over the years, so do the interpretations of its visual identity. For instance, new logos and specific merchandising can create new visual icons that may become full time members of the visual family.
It's quite natural for all large brands to pick up this kind of "baggage" over the years. But if not addressed, the risk is that all those design elements fragment the brand and create confusion.
Carlsberg recently updated its brand visual identity, and working with Kontrapunkt, took the opportunity to simplify the visual components-while taking great care to protect and refresh the original elements that have created so much equity.
"We renewed the focus on the core brand," says Per Holmen, FMCG director at Kontrapunkt. "In addition to refreshing the overall look, in terms of colour and design, we turned a critical eye on every existing design element. Was it needed? Does it add that feeling of premium? If not, it's gone."
The resulting design is modern, fresh, uncomplicated... and yet still true to its roots.
"It's clear, it's simple, it's attractive and it's faithful," adds Per. "And best of all, it always will be, consistently, on everything from bottle labels to delivery trucks." ///
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