Brief Explanation

Tuborg was the first western European beer brand to successfully enter eastern European markets. Its’ success was marked and other western European brands moved into the same geographies at the same time as local brands started to imitate the look and feel of Tuborg. Our challenge was to create a step change for the brand vs all competitors to remind consumers why they chose the brand in the first place.

The Brief

Tuborg was first brewed in 1880 in Denmark and has always had a distinctive green bottle and label. The best selling beer in its’ home market and now present in 70 countries around the globe. Our brief was to rejuvenate Tuborg to re-engage it’s core music loving youth audience in Eastern Europe and beyond with a new visual identity and bottle structure.

How the final design was conceived

The final design solution came from respect for both the brand’s heritage and the discovery of the Tuborg tipping point, the 62.5 degree angle at which the new bottle structure delivers the first sip of Tuborg. Key equities lost in the existing design were reintroduced such as the slab serif typeface and hop flowers.

Indication of how successful the outcome was in the market

The redesign is rolling out across 13 markets in 2012 with the new design already launched in Russia, India and China. Further markets will roll then new design out in 2013.