Deliverables: Brand Guardian, Packaging Design, Naming
100’s of products, 1000s of artworks. Since 2003, we’ve worked with Danish brewery giant Carlsberg, designing, implementing and launching numerous beers, sodas, and waters. To name a few highlights, we helped implement the Carlsberg master brand design, reposition Carlsberg on the German market, rejuvenate the Black Gold pilsner in Danmark, and developed the highly anticipated 1883. And we haven’t even mentioned all the work we’ve been involved with in all their other markets around the world.
From the cool cat of beers to an overlooked lager in the Carlsberg range, Black Gold needed to tell its story through a visual makeover to revive its relevance. Paying homage to the historic Black Gold bottles and the Danish “The Night is Black as Gold” campaign, we designed a darker than dark can that reflects the intensity of the product brand and the bold and more full-bodied pilsner experience.
Since launching the design back in 2017, the sales of Black Gold has increased by 45% in Sweden.
In 2017, Carlsberg celebrated their laboratory’s 140-year anniversary with the release of a limited edition beer, Rebrew. Carlsberg carefully extracted yeast from the first beer ever to be made on pure yeast in 1883 to create the Rebrew. The successful experiment resulted in a decision to launch a lager on the Danish market made on the original yeast and original recipe.
Carlsberg and EVERLAND worked closely together to develop a name and design that uses the past as a catalyst into the future. We examined the history of the beer labels. From the red and yellow brand colours to Bindesbøll’s hop-inspired logo. The site of the brewery in Valby to the proud signature of the brewer himself. The result is a homage to the past, yet adapted to Carlsberg’s modern-day portfolio.
”Combining an old 19th-century design with today’s Carlsberg policies aren’t easy. You need to keep the respect of the old first version while still showing this is a Carlsberg of today. I think EVERLAND have delivered very strong design for us. It has the right respect for history, it contains standout, – and most importantly – it is simply beautiful.”
– Jeppe Boel, Senior Marketing Manager at Carlsberg DK
Carlsberg Germany Can
To lift the product experience and increase shelf stand-out, EVERLAND and Carlsberg Germany looked to give the can a new refreshed facing by distilling the purity and quality of the product in a minimalistic and refined expression.
The design evolution balanced out the descriptive elements and emphasised the hop leaf as a principal icon in a new temporary design.
The design is a manifestation of the brewery’s ambition to continuously improve the Carlsberg experience. With a custom hopleaf pull tap, matte colours and distinct clean look, the can represents the beer’s uniqueness and communicates the brand’s pioneering craft beer heritage.
From day one, Carlsberg-founder J. C. Jacobsen wanted to make the greatest beer possible, brewed from passion and science. True to his pioneering spirit, premium beer brand Jacobsen has bottled the best ingredients and finest craftsmanship.
The Carlsberg-owned brand wanted to offer their delicious beer on cans simply to make brews of art more convenient. We helped convert and adapt the design to the new format.
Nya Carnegiabryggeriet Neon IPA
Nya Carnegiabryggeriet is a Swedish brewery built on curiosity, craftsmanship and a great love for beer. They make the most of the hop to create memorable beers. And with their new Neon IPA, they’ve done it once again. It’s their most dry-hopped IPA, with a generous 16 grams per litre. Four different hops mixed in one brew. It’s hazy, fruity and smooth.
Let us walk you through the design before you get your hands on the ice-cold aluminium can. We helped the Swedish brewery tweak it to pack a more powerful punch. Highlighting its (neon) uniqueness while tying it in nicely with the rest of the overall brand universe.