Like many global brands, Carlsberg’s visual identity had become confused and fragmented across different regional and global markets. There was a need to re-establish a design system fit for the current age, that would bring coherence and consistency to a much-loved beer brand.

Our solution harnessed one of the most recognised elements of Carlsberg’s visual heritage: its iconic wordmark. We took this instantly recognisable centrepiece, with so many intricate and distinct features to unearth, and gave it an integral role in a revamped design system. From scaling it to epic super-graphic proportions, to making it a vessel for imagery that invites people into Carlsberg’s world with engaging social moments and immersive textures.

Our design system also introduced a framework for motion graphics for the very first time, allowing the brand to fully utilise modern digital channels.

Every detail was considered, ensuring we delivered a truly consistent and well-adopted system, with comprehensive supporting documents, guardrails and templates produced to enable effective rollout, particularly in markets where budgets to create bespoke content are limited.

A variety of different layout configurations were introduced, dynamically adjusting based on whether a communication needs to lead with imagery, messaging and critically promotions for in-store settings. The ability to shift between these modes in motion enables the hierarchy to shift between each of these components too, elevating a scene or piece of messaging at just the right moment.