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Robot Food

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.

Tuborg CS 3200x2000px 0008 Tuborg CS Line Up

We simplified then amplified the personality of each beer in Tuborg’s portfolio to create a stronger and more consistent brand family.

Tuborg CS 3200x2000px Range 1
Tuborg CS 3200x2000px Range 2
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Tuborg CS 3200x2000px Range 4

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.

Tuborg CS 3200x2000px 0001 Tuborg CS Flatlay

”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.”

Creative Director

RF Portraits 2022 Ben
Tuborg CS 3200x2000px 0002 Tuborg Parasols

We combined Tuborg's iconic 'clockman' with the wordmark for the first time to create a more distinctive brand imprint.

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Off pack, we put people at the centre of the action. Using the clockman to frame unfiltered, spontaneous moments of fællesskab.

Tuborg CS 1592x2000px 0006 Tuborg Gron Can in Hands
Tuborg CS 1592x2000px 0005 Tuborg Classic Can in Hands
Tuborg CS 1592x2000px 0004 Tuborg CS Guld Skateboard V2
Tuborg CS 3200x2000px 0004 Tuborg CS Festival Girl
Tuborg CS 3200x2000px 0005 Tuborg CS Gron Ice Bucket

“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.”

Managing Director

RF Portraits 2022 Dave
Tuborg CS 1592x2000px 0003 Tuborg Null Lilo Girls
Tuborg CS 1592x2000px 0002 Tuborg CS Classic Jenga
Tuborg CS 1592x2000px 0001 Tuborg CS Guld Lady in the City
Tuborg CS 1592x2000px 0000 Tuborg Lines in the Streets
Tuborg CS 3200x2000px 0003 Tuborg Festival

“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