To reinforce Carlsberg UK’s new Danish-centric strategy, Taxi Studio created this striking limited edition packaging to translate the new positioning across the Carlsberg master brand.

Creative Idea
Borrowing from the beautiful simplicity of Danish design we created ‘The København Collection’. Each pack embodies an abstract interpretation of Carlsberg’s most iconic ingredients beginning with barley, descended from the earliest varieties cultivated over 10,000 years ago.

Our second pack heros hops which create Carlsberg’s iconic fragrant yet pleasingly bitter taste. And last but definitely not least, we celebrate Carlsberg’s legendary brewers’ yeast – the world’s first purified yeast, which remains the basis of the majority of today’s lagers.