Tuborg Squash


Deliverables: Packaging Redesign


Creative Circle Awards 2022 Silver, Under Consideration Brand New Feature, The Dieline Feature, Print Mag Feature

Tuborg Squash is a Danish icon, a true classic introduced in 1936. The design needed an update, so when our good friends at the advertising agency Another approached us, we were naturally excited.

The new design should connect with a younger audience, but at the same time, it should appeal to existing fans. Finally, it should emphasise the tasty orange flavour and just be more Tuborg-ish. Refreshing, without getting too fresh, and original without becoming old-school.

12 months after launch, Tuborg Squash achieved this:


Growth in market share.

The Two-Orange Rule

As a long-lasting icon, Squash is shrouded in storytelling and tradition. One of these traditions was the two-orange rule; in every Squash was the equivalent of two oranges. Naturally, we couldn’t help incorporate this into the new design. The first orange is the round label shaped like… well, an orange. The other orange is hidden inside the label’s top crown to focus on this legendary soda water’s legacy and pride.

Respecting the Legacy.

However, the real change in the design is the liquid typography used in the new logotype. We are interpreting traditional and personal details and conveying them into a modern logo. By respecting what has worked in the past, we induce new life into the label. The lines become playful, with soft, silky movements, and if you look closer, you can see the S-letters greeting you with a friendly smile. It’s details like this that spark the imagination and make for good storytelling and iconic design. That, and an original, refreshing taste.

Btw: Only six months after launch, sales volume was up 69%, meaning every 4th orange soda sold in Denmark was a Tuborg Squash. In the following 12 months, the market share had grown an additional 17%. Looks like originality is back.

“Tuborg Squash is the original Danish orange soda water. With the new design, it’s well on its way to reclaim its place as a warmhearted national icon for generations to come. And as always, hard to pronounce, easy to drink.”

Michelle Lægdsgaard Larsen, Brand Manager at Tuborg