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Raising the brand profile from bottle to bar

Raising the profile

Cool innovative branding? That calls for a…

With ambitions to become the fastest growing global beer company, Denmark’s most famous export needed to invest significantly in repositioning the brand.

The revised proposition wanted to celebrate Carlsberg’s heritage and values while inspiring today’s young, active and adventurous drinkers. 

  • Client: Carlsberg
  • Year: 2005
  • Location: Global
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture

Our work started with the radical redesign of the long established Vichy bottle and the creation of the new Profile bottle, a strong and tactile design built on Carlsberg's beer credentials. This non-orientated bottle with only one label also ensures cost savings without sacrificing branded presence.

We then worked across the whole global portfolio as brand and innovation partners, refining the corporate identity, brand colour world, and designing the draft font, glassware, bar livery and POS.

The physical brand signature has become a strong and tactile equity for Carlsberg and the new tap has become a true ‘Jewel in the Crown’, dramatically improving brand standout and elevating the premium positioning of Carlsberg. So much so, that there has been double digit growth of Carlsberg in Ireland since the rollout of our new livery. 

Our bottle design and many of our assets are now the international face of Carlsberg and continue to make great waves by appealing to loyal customers and new audiences alike.




Carlsberg wouldn't be where it is today without the profile bottle, JDO significantly changed the face of our business.
Sven Langeneckert, Marketing Director, Carlsberg

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