Carlsberg has collaborated with creative agency Born Ugly on a new global visual identity for its Somersby brand, aiming to increase visibility and brand consistency across the cider’s major markets.
As part of the brand refresh, the Somersby tree has been redesigned with a simplified, ‘more recognisable’ shape. The tree’s canopy is designed to aid flavour navigation with various fruit illustrations.
Born Ugly says it helped Somersby to redefine its brand framework, portfolio brand architecture, brand identity system and packaging design, aiming to ensure a consistent yet flexible identity system to support consistent brand activation in markets.
The refresh hopes to secure Somersby’s position as a ‘power brand’ within Carlsberg’s Beyond Beer growth strategy. The company adds that the rebrand is part of a wider ambitious growth plan.
Anna Katrine Drumm-Hakim, Global Brand Director for Somersby, commented: “The new brand identity is a big step for the brand to become more convivial and relevant. With Born Ugly, we have created a brand that allows Somersby to show up in a more iconic and refreshing way. We believe this evolution will help us become more distinctive in a rapidly growing Beyond Beer category.”
In March, French mashed potato brand Mousline announced its new strategy and overhauled pack design by Marks, aiming to revive the category for a wider and more diverse audience. The company states the revamped pack design represents Mousline as a clean, indulgent but approachable plant-based product, using imagery of dishes featuring fresh ingredients to address misperceptions of Mousline as a processed product.
Last month, Innocent Drinks unveiled new packaging for its juice and smoothie portfolio, intended to reflect the products’ natural ingredients and help consumers easily navigate the drink lineup. Hand-drawn details and natural photography have been implemented in the new design and the brand’s signature ‘Dude’ logo has been redrawn with custom woodmark.
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