Modernising heritage
What we did:
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand Guidelines
The Brief
Help us celebrate our history and stay relevant with modern consumers and their changing drinking habits.
The Insight
For today’s consumers, enjoying a beer goes further than just the drink. It’s the people, setting, and flavour combinations they pair it with that make the whole experience perfect.
The idea
‘Democratically Danish’.
A go-to beer to elevate any occasion.
Named after Carlsberg’s pioneering founder, Jacobsen has long been seen as the premium offer in the Danish brewer's portfolio. But now, in line with changing consumer preferences, it was time to evolve their identity to become more accessible to a modern craft drinker.
Fresh and future-thinking, the honed identity is clearer and more refined. By adding a touch of modernity to the central illustration, including switching the J.C. Jacobsen bust to face forwards, the brand is now more reflective of its progressive nature.
Each signature pattern was originally inspired by sensorial tasting notes of each brew’s individual flavour. Newly renovated, the patterns feature more cohesively behind the mark, and the brighter colour combinations are now more contemporary, confident and foodie.
“Small changes make a big impact. We carefully considered each element of the identity to make Jacobsen prouder, easier to shop, and more relevant to more people. All while maintaining the essence of the brand’s rich history and craft.”
Rich
Design Director
The new design system heroes the newly introduced can format and modernises Jacobsen’s traditional sharing bottles, all under one cohesive identity. With a more understandable pack structure and improved reading sequence, drinkers can easily shop between the different ranges – from core brews to seasonal and special editions.
The structure also allows the identity to flex across different range variants while keeping a consistent brand expression.
The back of pack now features clear tasting notes and food pairings. Inspired by the bustling casual eateries of Denmark, these details celebrate the drinking occasion and encourage consumers to explore within the brand.
“The new look, feel and tone evolves the previous exclusive brand into a more accessible choice – elevating the everyday occasion by celebrating great food and great beer.”
Torben
Designer
Expressive patterns, photography and illustrations add a collectable feel to partner brews, without losing the strong visual hierarchy of the overarching brand.
“The new system Robot Food created was crafted with adaptability in mind, ensuring it delivers seamlessly across all touchpoints. The refreshed packs offer a coherent and engaging experience, with great visual standout that will capture attention across the bars and shops of Denmark for both existing and new customers alike.”
Rune Schlosser, Brand Manager at Jacobsen
