Capturing community
What we did:
- Creative Strategy
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
We’re already a big hit with the dads. Now we want to broaden our audience and attract a new generation of beer drinkers too. Can you help?
The Insight
To the Danes, Tuborg is so much more than just a beer brand – it’s a cultural icon. But over the last 30 years, as they’ve introduced new beer personalities, their impact had got diluted. They needed clarity to keep existing customers on side, and a compelling world to welcome new ones to the fold.
The idea
A Tuborg for everyone. Building on the Danish idea of ‘fællesskab’ to create a community of beers and put consumers at the heart of the Tuborg experience.
We simplified then amplified the personality of each beer in Tuborg’s portfolio to create a stronger and more consistent brand family.
The new design system makes Tuborg easier to navigate and appeal to a much broader audience whilst staying true to the heritage of the brand.
”It was never a case of throwing the baby out with the bathwater. Instead we took all the design elements, from shapes to colours, fonts and label architecture to create a suite of ownable brand assets that help set Tuborg up for a progressive future.”
Ben
Creative Director
We combined Tuborg's iconic 'clockman' with the wordmark for the first time to create a more distinctive brand imprint.
Off pack, we put people at the centre of the action. Using the clockman to frame unfiltered, spontaneous moments of fællesskab.
“The dreaded Covid restrictions meant that most of this project had to be done remotely. This could have been an issue, but we actually found the distance brought us and Tuborg closer together as we could regularly jump on a quick call (not a flight!) to check in on progress.”
Dave
Managing Director
“Robot Food understood our needs, vulnerabilities, dedication, craft, and, most importantly, our sense of humour which made the whole process such a joy. It's very easy for us to be happy clients – every meeting is like spending time with family.”
Louise Dandanell
Marketing Manager — Tuborg Denmark
