Tuborg Squash is Danish orange soda that first debuted in 1936. Since then, it has become an icon in Denmark that has lost touch with young consumers.
The brand turned to Copenhagen-based creative studio Another, who teamed up with fellow agency Everland to create a new, refreshing brand story and identity that would reconnect with the youth and reimplant itself as a leading soft drink in the market.
The new platform, dubbed “Forfriskende Original” or “Refreshing Original,” balances the heritage of Tuborg Squash with an updated identity that will attract younger consumers. Core brand elements such as the orange color and crown are retained but refined and modernized. Can and bottle labels swap out the soft bubble patterned background with bold, solid orange.
Typography sees a significant change, including the wordmark, which uses the original as starting point, adding subtle smiles to the S-letters. The new brand identity also refers to Tuborg’s classic rule of having two oranges’ worth of juice in every bottle by using a round shape for the label and an orange mound peeking out of the crown.
Six months after the brand refresh launched, Tuborg saw sales increase 69%, and 1 out of every four orange sodas sold in Denmark is a Squash.
“Tuborg Squash is the original Danish orange soda water,” said Michelle Lægdsgaard Larsen, Brand Manager at Tuborg, about the redesign. “With the new design, it’s well on its way to reclaim its place as a warmhearted national icon for generations to come. And as always, hard to pronounce, easy to drink.”
