Carlsberg Export Redesign

Derrick Lin


Creative Agency: Taxi Studio
Project Type: Produced, Commercial Work
Packaging Contents: Beer
Location: UK

Since 2010, we’ve worked closely with Carlsberg fostering a great relationship most recently in our radical redesign of Carlsberg Export.

Despite the famous brew ranking better than competitors in blind taste-tests, Carlsberg Export’s brand perception was affecting its commercial performance. Despite boasting a remarkably rich brand history originating in Denmark – the country, which remains home to Carlsberg – their premium beer was struggling to stand for anything in consumers’ minds.

We were brought-in to dramatically re-imagine the Brand, elevate its premium beer status and champion its Danish origins – all of which we hoped would ultimately drive reappraisal and retrial with consumers.

Working closely and collaboratively with the team at Carlsberg UK, we embarked on a radical redesign inspired by Danish Design; famous for perfectly balancing function and form.

In order to stay true to our new Danish-centric positioning, for our design system we turned to Denmark’s national flag, known as the Dannebrog, to set the standard for Carlsberg Export. This bold, simple design provides a powerful, economic and aesthetically pleasing system that visually grounds the Brand in its Nordic roots.

Spencer Buck, Creative Partner & Founder @ Taxi Studio expands on our work: “Balance is something the Danes do brilliantly and it’s something that, together with the great team at Carlsberg UK, we’ve worked hard to capture in our redesign – by blending premium beer cues with Danish design aesthetic and marrying the warm with the cool, we hope this brave new direction for Carlsberg Export does Denmark proud.”

Darren Morris, Brand Portfolio Director for Carlsberg UK said:
“Throughout this year-long process we’ve taken a collaborative and consumer-centric approach. From identifying our differentiating Danish provenance to working alongside brilliant partners like Taxi Studio to bring our Danish heritage to the fore, we’ve had the consumer with us the whole way. We’re incredibly excited to share a piece of Denmark with the wider community”