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