The objective of the beer was to create a beer that not only encapsulated everything that we as an agency are about but to ‘create an impression’ with our current and prospect clients. We decided to do just that with the labels, deboss them to ‘create an impression’ on the thick stock through a local printing firm’s letterpress machine.
This design is great because it's free flowing and and the lettering has a lot of character. I like the way it flows down the bottle and the work is broken up into sections rather than stretching it horizontally across the bottle. The light lettering against the dark background creates a lot of contrast within the design.
Carlsberg Copenhagen, targeted at consumers that are very design savvy. The beer, brand and design have all been developed by Carlsberg’s International Innovation Department in Copenhagen in collaboration with the Carlsberg Research Center.