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.
