Taxi Studio Talks Rebranding Carlsberg

Published

February 27, 2019

Filed under

At the heart of Taxi Studio’s global Carlsberg rebrand is a simple phrase.

“In constant pursuit of better.”

Drawn from the so-called ‘Golden Words’ penned by Carlsberg founder JC Jacobsen, this pledge drives everything from the quality of the brew to the company’s sustainability credentials, to how the brand presents itself to the world. One of the challenges we had to overcome was that Carlsberg was perceived very differently in its various markets. In the UK, for instance, its reputation was poor compared to markets such as India and Malaysia, where it’s considered premium.

Spencer Buck

Spencer is Taxi Studio’s co-founding creative firepower. With extensive cross-category experience, requests to speak at creative and client events, invitations to judge numerous creative competitions – including Chairman for The Drum Design Awards 2017 – and over 160 creative awards to his name, it came as little surprise that The Drum Designeratti recognised him as one of the UK’s most inspiring and influential designers twice in a row. Along with two talented eyes for creativity and rigorous attention to detail, Spencer is a highly experienced and respected creative leader within the industry with an aptitude for strategic thinking and a wealth of brand knowledge – only rivalled by his ability to rewrite the rules.