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Carlsberg

Carlsberg

København Collection

Carlsberg UK commissioned us to create a ‘placeholder’ design in the form of limited-edition packs while work was going on to reposition the global Carlsberg brand. We created three graphic patterns, each representing Carlsberg’s iconic

ingredients: barley, hops and their ground-breaking brewer’s yeast. This distinctive green and white patterning, synonymous with Carlsberg, then took on a life of its own and became a festival headliner.

Carlsberg UK commissioned us to create a ‘placeholder’ design in the form of limited-edition packs while work was going on to reposition the global Carlsberg brand. We created three graphic patterns, each representing Carlsberg’s iconic ingredients: barley, hops and their ground-breaking brewer’s yeast. This distinctive green and white patterning, synonymous with Carlsberg, then took on a life of its own and became a festival headliner.

Popularity turned into commerciality with a 6% positive swing in sales, 475,000 paper cups distributed across four of the UK’s biggest summer music festivals – 100% of which being recycled as part of the brand’s sustainability drive. 

Such was the demand, the København Collection became the longest-running limited-edition design in the history of Carlsberg, scooping up several design awards in the process.

Popularity turned into commerciality with a 6% positive swing in sales, 475,000 paper cups distributed across four of the UK’s biggest summer music festivals – 100% of which being recycled as part of the brand’s sustainability drive.  Such was the demand, the København Collection became the longest-running limited-edition design in the history of Carlsberg, scooping up several design awards in the process.