Elevating an icon.

Design System

As with many global brands, over time the idiosyncrasies across cultures and teams create fragmentation. Carlsberg wanted an elevated and modern design system that would stay connected and consistent across their expanding global markets. Our solution harnesses the visual power of an under-exploited existing brand asset. The Carlsberg logo is the storied, intricate and beautiful centre piece for the brand wherever you are in the world. The new system creates a much bigger and more integral role for it.

From scaling it to supergraphic proportions increasing awareness and interest, to using it as 'content container' – an invitation into Carslberg’s world – the stage is set for their next chapter.

Every detail is considered and codified to ensure sights are set on a truly consistent and well adopted system. Defining a motion scheme for the brand for the first time was a priority, utilising the full power of modern channels.