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Less is more.

Appealing to a new audience

Shifting perception

A fantastically bold exercise in understatement. Carlsberg Copenhagen was a unique and refreshing take on conventional beers, conceived to shift perception of beer and its mainstream, masculine image.

Copenhagen was designed to appeal to an entirely new audience of women and the more style savvy metrosexual. The revolutionary new look was a refreshing break from the norm, creating new occasions and a lighter easy drinking moment. The overall look and feel had to appeal to the more style conscious and break the beer barriers of strong taste, bloating and overtly masculine cues.

  • Client: Carlsberg
  • Year: 2010
  • Location: Denmark
  • Categories: 2D, 3D, Brand Identity, Innovation

The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. It is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.

“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them," says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. "The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting."


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