The challenge was to create a new design using the existing bottle of Carlsberg Export, positioned as an international super premium beer.
The hands-on session during the European Pan Brand Design Association congress (EPDA) in Stockholm clocked off after about one hour, and Smith’s design won against around forty prominent international brand designers. The trend is to drink straight out of the bottle, and the hand covers the label. Smith thererfore created a ‘new’ communication area/tool using a round label with the capital C of the Carlsberg brand stuck to the bottom of the bottle, so that its seen when one drinks. Iconically simple.
The Pentaward / EPDA certificate proudly hangs in the studio, and we’ll update on follow ups.