The Unique Points Of The Packaging:
Our graphic expression is inspired by our brewery building in Stockholm, our passion for crafting amazing beer and the long history of Carnegie.
We are situated in an old lightbulb factory designed by Sweden’s most prominent functionalistic architects during the 30’s and 40’s. Our iconic glass facade, with an explosive history (it was originally put there to prevent exploding gas to destroy the whole building), provides a panoramic view over the Hammarby lake area. In fact, we love it so much we put it on our labels* as a reminder of the history of our beautiful building, and as a proud symbol of our dedication to preserve, develop and participate in our local community, which nowadays happens to be one of the most modern neighborhoods in Stockholm.
The white Factory, showing off with sharp corners and bold curves, has provided us with a deep well of inspiration. This has resulted in a uniquely modern and urban expression, carefully combined with a hint of functionalistic style graphic design, the aesthetics of the hand-crafted and a polite nod toward our history as Sweden’s oldest brewery.
With the challenging task of creating a modern classic, Carlsberg, in collaboration with Pond STHLM has developed a new visual identity, logo and packaging design for the newly opened Nya Carnegiebryggeriet in Hammarby Sjöstad.
“For us it was important to find a balance between the old and the new in both the visual identity and packaging design. Thanks to a flexible and open approach we have landed in an identity, logo and packaging design we are extremely happy and proud of”, says Sebastian Tarkowski, marketing manager at Nya Carnegiebryggeriet.
Nya Carnegiebryggeriet is a joint venture of Carlsberg Sverige, Brooklyn Brewery and a group of private investors. The brewery, with its restaurant, is located in KF’s old historical functionalist factory – Luma – has been designed to be a natural hub for those who want to experience modern beer culture with all senses.
“The assignment was to find a timeless expression that is linked to both the old brewery heritage of Carnegie Porter and the modern brewery. But the brewery’s location in the Luma factory, surrounded by one of Stockholm’s youngest neighborhoods, has played a major role in the design process. It has been both inspiring and challenging to have so much history to draw from, and we’ve invested a lot of time in the details, and the big picture feels strong, characterful and well anchored”, says Clas Celsing designer at Pond Sthlm.