CARLSBERG VINTAGE LABEL SERIES
| Title | CARLSBERG VINTAGE LABEL SERIES |
| Brand | CARLSBERG |
| Product/Service | ALCOHOLIC BEVERAGE/BEER |
| Category |
F07. Writing for Brands / Tone of Voice |
|
Entrant Company
|
72ANDSUNNY AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
72ANDSUNNY AMSTERDAM, THE NETHERLANDS
|
Credits
| Carlo Cavallone |
72andsunny Nl |
Executive Creative Director |
| Matt Heck |
72andsunny Nl |
Creative Director |
| Frank Dresme |
72andsunny Nl |
Lead Designer |
| Danny Van Het Kaar |
72andsunny Nl |
Designer |
| Nic Owen |
72andsunny Nl |
Managing Director |
| Thomas Busch |
Carlsberg |
Group Senior Creative Manager |
| Stephanie Oakley |
72andsunny Nl |
Director Of Production |
| Brendan Bell |
72andsunny Nl |
Brand Director |
| Su May Tan |
72andsunny Nl |
Brand Manager |
| Danny Feeney |
72andsunny Nl |
Lead Planner |
| Henry Poynor |
72andsunny Nl |
Brand Co-ordinator |
| Tanya Funnell |
72andsunny Nl |
Agency Producer |
| Maren Hermans |
72andsunny Nl |
Agency Producer |
| Stephanie Feeney |
72andsunny Nl |
Planning Director |
| Haley Ross |
72andsunny Nl |
Planning Intern |
| Didrik Fjeldstad |
Carlsberg |
Global Marketing Director |
| Mikkel Pilemand |
Carlsberg |
Vice President/Carlsberg Brand |
| Lee Hempstock |
Freelance |
Writer |
| Robert Nakata |
72andsunny Nl |
Design Director/Partner |
Brief Explanation
Carlsberg, inventors of modern lager and Probably the best beer in the World. A company with a rich history, and great stories to tell, who have been striving to brew better beer since 1847.
The Brief
Our task was to bring the stories of Carlsberg's incredibly rich heritage to life for drinkers of the present through a limited edition range of bottles, cans and packaging - and do it with the charm of the brand's famous witty and unpretentious tone of voice.
How the final design was conceived
We sent our design team on an exploration of Carlsberg's archives and key architectural sights around Copenhagen, including the Glyptotek museum and the Little Mermaid, which were both funded by Carlsberg's artistic foundation. We drew on Carlsberg's rich history in Danish design, architecture and the arts and uncovered a range of the brand’s historic labels as well as a plethora of interesting stories to tell.
We then celebrated Carlsberg's unique history by choosing to contemporize six of these vintage labels, and tell a story from each label’s particular year. Stories of how the Danish beer company was a first-mover in everything from long beards to international shipping.
Indication of how successful the outcome was in the market
Having been released in Italy, Portugal, Sweden, Poland, and Switzerland with more markets scheduled to follow, this ‘Vintage Label Series’ has brought Carlsberg's rich heritage to life with it's unique tone of voice.
This project has given the user a snapshot of the story behind one of the most pioneering beverage brands in the world today, whilst remaining humble and witty, as would be the way of JC Jacobsen, the company's founder.