Carlsberg

The Kobenhaven Collection

The Kobenhaven Collection hero image

The Challenge

Change brand perception and reconnect with the brand's Danish roots.

The Solution

Limited edition packaging to reinforce Carlsberg UK's new Danish-focused strategy. Borrowing from the beautiful simplicity of Danish design, each pack embodies an abstract interpretation of Carlsberg's most iconic ingredients: beautiful barley, the mighty hop and Carlsberg's legendary brewers' yeast, which is the basis of the majority of today's lagers.

The Kobenhaven Collection project imageThe Kobenhaven Collection project imageThe Kobenhaven Collection project imageThe Kobenhaven Collection project image

Festival

This distinctive green and white patterning, synonymous with Carlsberg, then took on a life of its own and became a festival headliner. People loved it so much that the København Collection became the longest-running limited-edition design in the history of Carlsberg

The Results

6% sales increase

475,000 paper cups distributed across UK festivals

100% recyclable cups

Awards

Awards: Brand Impact Awards – Winner

Beer, Wine & Spirits, Brand Impact Awards – Winner

FMCG, Creative Review Annual – Best in Book

Packaging Design, D&AD – Wood Pencil

Illustration for Design, The Dieline Awards – Bronze

Packaging Design, Fab Awards – Silver

Packaging Design, Mobius – Silver

Illustration for Packaging, Pentawards – Silver

Limited Edition Beverages, Roses – Gold

Packaging Design, Roses – Bronze

The Kobenhaven Collection project imageThe Kobenhaven Collection project imageThe Kobenhaven Collection project image

Next project

Clarks Wonder of Wisdom Campaign →