Carlsberg, bottoms up
We recognized a cultural shift: enjoying beer straight from the bottle became accepted and the norm. Thus, the world’s first bottom label was born.
The branding design for ‘Probably the Best Beer in the World’ reflects Carlsberg’s heritage in a modern, dynamic, and bold manner without unnecessary embellishments. The iconically simple ‘C’ in an unexpected but decidedly strategic position instantly became a coveted and internationally acclaimed award-winning solution.
We developed a revolutionary communication tool by applying a round label with the C device of the Carlsberg brand to the bottom of the unique and distinctive bottle since the hand covers the label when one drinks directly from the bottle. The user thus becomes an advertising pillar at a crucial moment—when drinking a beer among friends, thereby sparking desire. You saw it here first!
Design Strategy, Visual Identity, Packaging Design.
