Denmark: Jacobsen beer from Carlsberg awarded for its design
The specialty beer Jacobsen from Carlsberg has been awarded for its design by Danish Design Centre. It has been awarded for both bottle, label, logo, typography and choice of colour.
“Unique fusion of modern graphic design and classic Danish beer traditions, successful branding and consistent design”, the jury said. “The elements combine to form a coherent expression. The design has clear references to Carlsberg’s history but maintains a strong contemporary and independent identity that helps making the brand weighty and well-rounded. A holistic approach that is further emphasized by the careful balance and consistency among all the elements. The combination of design elements creates a consistent design solution of outstanding quality, where all the elements support each other and help differentiate Jacobsen convincingly from other special brews."
Jacobsen, brewed by Carlsberg in Copenhagen, was launched in 2005. The design programme is developed by e-Types and DDB. The specialty beer is sold in Denmark, Norway, Sweden, Finland, Iceland, UK and USA.
Carlsberg is one of the leading brewing groups in the world, with a large portfolio of beer and soft drinks brands. Its flagship brand – Carlsberg – is one of the fastest-growing and best-known beer brands in the world. More than 30,000 people work for Carlsberg at 92 local production sites in 48 countries, and its products are sold in more than 150 markets. In 2006 Carlsberg sold more than 100 million hectolitres of beer, which is about 83 million bottles of beer a day.
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