Carlsberg Hof | Design by NINE 2015
Creative Director: Isabelle D. Lidström | Designer: Lachlan Bullock | Production Manager: Asmira Mahalbasic.
In order to communicate Carlsberg’s huge shift in sustainable practices NINE was briefed to redesign Carlsberg’s iconic beer, Hof.
The challenge being to remain relevant to Carlsberg as an international brand, whilst competing against Sweden’s complex beer market. By doing this taste appeal must be heightened in order to reflect the quality of the product and visualize the translation to organic brewing.
A contemporary design that symbolizes the quintessence of Carlsberg and its Danish origins. By reintroducing pride into the brand, Hof has turned a new leaf of heritage. Inspired by Thorvald Bindesbøll’s iconic design Carlsberg’s Hof identity now contains a new green color and hand-crafted elements that have previously not been part Hof’s history. The result being that Hof now feels more a part of Carlsberg than ever before! Whilst creating a design that epitomizes the organic nature of the product.
Launched in mid-2015 the Hof range is already catching eyes with its new green color by redefining how ‘organic’ products should be depicted.