When two Danish icons get together

Jacobsen, the premium beer brand from Carlsberg known for its brewing heritage and refined taste, has teamed up with Brøchner Hotels, a hotel group that champions bold design and unique stays across Denmark.

This collaboration brings together two brands with a shared focus on creating elevated, thoughtful experiences that are rooted in Danish culture. The result is one beer, four designs – created exclusively for each of the Brøchner Hotels.

Designed for no ordinary stays

At the core of the project was a simple idea that reflected Brøchner’s ethos “No Ordinary Stay / Ordinary isn’t really our thing” in a way that felt natural for Jacobsen.

That line evolved into “No Ordinary Beer”, repeated in a 360º tessellation around the can label. It’s a subtle but intentional nod to both brands' commitment to doing things differently.

We pulled directly from Brøchner’s colour palette and visual language, integrating it into the Jacobsen design system to create something that felt fresh but still recognisably part of the Jacobsen world.

Made to collect

With four distinct hotels in the Brøchner portfolio, each with its own identity and architecture, the idea naturally evolved into a collectible series. While the beer itself is a single, classic Jacobsen Pilsner, each can design was tailored to reflect the individual character of the hotel it represents.

This approach keeps the brewing simple and consistent, while letting the visual identity do the storytelling – making each can exclusive to its location and adding a layer of design-led collectability to the drinking experience.

The overall look leans into clean, modernist design – very much in keeping with Brøchner’s aesthetic and the wider Danish design DNA both brands are proud of.