Carlsberg Draughtmaster



2017 — 2019

at Fold7

          A revolutionary product in the beer industry developed and owned by Carlsberg Group. Launched in 2016, re-thinking the way that draught beer is delivered from brewery to glass, keeping it fresh for up to six times longer than steel kegs.


        The draught beer industry has been using steel kegs for 50 years, without any improvements or development to existing technology.

Having spent years re-inventing a new way for draught beer to be delivered to customers, Carlsberg Group launched Draughtmaster to the market. It provides bar owners with more variety, more space and less waste for an affordable cost. In Italy, 90% of Carlsberg products poured in the on-trade now use the technology. It is subsequently now being rolled out globally.

I have been the lead designer on the account, working on everything from the website design, to technical documentation and the packaging for each product.

Global website overview

Previously, with little information about the product or its benefits, Draughtmaster had very little online presence. To coincide with the launch of the new brand identity, I was tasked with designing the website from the ground up.

Working with a digital consultant, I led the project from wireframing and UX, to design and subsequent oversight of the development team.

The result is a clear, informative and easy to navigate website, that since launch, has been so successful for the UK market that we are now in the process of creating localised versions of the site for every market globally.

View the live site here ︎

I also illustrated a 3-step ‘How it works’ diagram for the website and interactive presentations.
The diagram was for both customers (pub owners) and consumers (beer drinkers). I then animated this in AE.

Packaging Design

        As a result of the new brand identity being created, I was given the brief to re-design the keg packaging for each of the Draughtmaster products (Modular 20, Flex 20 and the smaller Select 10). Assigning a colour to each product helped ensure customers could locate the correct keg to use in each system quickly.

Copyright 2020