Sep 20, 2021

Blending heritage and modern appeal for Carlsberg

Carlsberg and Danish design agency EVERLAND have teamed up on a new refreshing design for the iconic Brewmasters IPA.
Elisabeth Skoda

The Indian Pale Ale was invented in Britain, where sailors, while sailing to India, loaded up barrels of beer with hops. The hops hung around in the beer for so long that they lost their natural fruity flavour and left a bitter-tasting beer.

Moving on to the 21st century, In recent years, IPA has become increasingly popular. Carlsberg also produced an IPA with the ambition to match the  refreshing beer with a "design worthy of a legendary brewery."

“The new Brewmasters IPA design is a brew of the craft and charisma that originates from Carlsberg. It’s a refreshing design that honours the brewery’s heritage and modern appeal,” says Carl Johan Larsson, Creative Director & Partner, EVERLAND.

The inspiration for this exotic beer design was found close to home. It was Carlsberg’s iconic entrance with the two famous Indian elephants that inspired the IPA design. Not the elephants themselves but the four flowers (hops) between them and the classic rounded gates in the background. EVERLAND and Carlsberg added these elements to the design as a homage to the original brewmasters.

There are many hidden gems in the design, but the overall idea is to give tribute to the place and the people who made it all possible, for example the arching line in the letter A. It’s a direct reference to the line underscoring Carlsberg as an integrated part of the logo. Even the yellow colour is from the original Carlsberg logo talking into the heritage of the brewery.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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