A limited edition which announced a new brand strategy.
Spring/Summer 2012 was a significant season for the Polish beer Industry. That’s when the marketing boom for the so-called beer-mixes started. Light, refreshing and ideal for hot days, these beverages with low alcohol content mixed with juice or lemonade quickly became a sales hit and fulfilled the desires of Polish consumers looking for new products on the shelves. Since then, most of the biggest beer companies have expanded their portfolios with fruit sublines. In 2014, the premium brand Carlsberg decided to do so as well.
Out task was to adapt the 500 ml can on the basis of graphic elements taken from the Carlsberg Citrus subline, keeping the premium image of the parent brand at the time. It was a challenge because the differences between Carlsberg and
During our creative work on the layout, we decided to keep the vertical composition of the logo typical to the Carlsberg brand, and we focused on visualising the lime flavour. A dynamic image of sliced fruit thrown into lager builds associations with refreshment and depth of taste. It also boosts the benefits offered to consumers. At the same time, we decided not to use any additional contrasting visual components. It’s all because Carlsberg Citrus is a beer-mix without the sweet taste typical of other fruit beers.