Although well-regarded, Jacobsen, Carlsberg’s premium beer brand, felt it was due for a refresh. Enlisting creative agency Robot Food, they sought to add modernity and align the Jacobsen brand with contemporary consumer habits, like pairing premium beers with food.

Robot Food updated the logo, turning the bust of Carlsberg founder J.C. Jacobsen to the right, signifying a look toward the future and the brand’s progressive nature. The logo’s centerpiece also received a bolder treatment for a strengthened shelf presence.