To find a design system that did Denmark justice, our search began in Carlsberg’s brand archives at their headquarters in Copenhagen where they’ve been flying the flag for Danish beer since 1847. All of which got us thinking…

The Dannebrog was officially established as Denmark’s military flag in 1842 (just five years before Carlsberg was founded) and championed by the people of Denmark, its simple cross system went on to set the standard for Scandinavia. So it seemed only fitting that it should also set the standard for Carlsberg EXPØRT. We then chose to pair the new design system with the aesthetic style of ‘Hygge’ the Nordic philosophy of blending the warm and cool.

Effortlessly stylish and refreshingly modern, it’s a system that blends Danish design with premium beer cues: credible and crafted, simple and powerful, warm and cool.

Our on-pack architecture was wholly informed by the Dannebrog to keep our designs clean and balanced. Carefully selected colours and textures were all born out of the concept of ‘hygge’, of balancing the warm and cool. We elevated a warm copper inspired by Danish design aesthetic and linked to the copper vats still used for brewing beer today and paired it with the white ceramic of Danish interiors and wooden patterns inspired by Danish oak.

The designs were rolled out across primary packaging, secondary packaging, on trade materials (beer fount and beer glasses), TVC, social campaigns and experiential.

Production Run to Date: 82,000

Overall, the new Danish-inspired designs have premiumised the brand and re-opened conversations with multiples like Sainsburys who hadn’t stocked Carlsberg Export in over 10 years.

Originally briefed to save a dying brand, the initial sales figures look very positive particularly when considering EXPØRT’s enormous potential to top previous sales figures now that it is available from more outlets.

April 21st will mark a significant media and advertising push off the back of the rebrand involving a takeover of Channel 4 and ad campaigns in the UK featuring Danish actor Mads Mikkelsen.