• Carlsberg Export Limited Edition Packs

    Design Agency: Taxi Studio
    Project Type: Produced, Commercial Work
    Packaging Content: Beer
    Location: UK

    Taxi Studio creates striking Limited Edition packs for Carlsberg Export.

    Following our global redesign of the Carlsberg brand, we were tasked with creating a football-themed Limited Edition packaging design to celebrate UEFA Euro 2016™ in France, and Carlsberg Export’s association with it.
    Our brief was to remain consistent with the wider Carlsberg look and feel, but specifically, we were asked to help Carlsberg Export make a real impact on-shelf during the tournament.

    By appointment to the Royal Danish Court, Carlsberg Export is a pale blonde Danish pilsner style lager with a refined and satisfying taste.

    Spencer Buck, Creative Partner & Founder @ Taxi Studio explains the thinking behind the strategy:
    “Translating the UEFA Euro 2016™ football tournament to brand packaging is a well-trodden path… so from the outset we were determined to find an original expression, avoiding the obvious football clichés. Carlsberg Export is a premium beer, so it demanded a sophisticated, original and witty idea.”

    Jonathan Turner-Rogers, Associate Creative Director @ Taxi Studio elaborates:
    “When we presented our idea ‘The Bootiful Game’, complete with stud detailing containing well-known French landmarks, it was a ‘back of the net’ moment. To boot, the boot is the most premium, crafted bit of football kit in the player’s locker room – providing a subtle, yet suitable link to Carlsberg Export’s more premium, crafted credentials.”

    Lynsey Woods, Senior Brand Manager for Carlsberg UK, said:
    “We are very proud of our great tasting Carlsberg Export and our sponsorship of UEFA Euro 2016™. This clever design brings all of that together beautifully. I love the celebration of Paris, crafted in fine and subtle detail in the studs. We think that Taxi has done a super job – and we hope the fans love it!

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