Creative agency Born Ugly has collaborated with Carlsberg to refresh the Somersby brand’s visual identity.
- The refresh aims to enhance brand visibility and consistency in a competitive market.
- Key changes include a redesign of the Somersby tree and optimisation of the word marque.
- The new identity aligns with Carlsberg’s Beyond Beer strategy for growth.
- This initiative seeks to keep Somersby distinct in the rapidly growing cider industry.
Creative agency Born Ugly has again partnered with Carlsberg to unveil a refreshed, global visual identity for the Somersby brand. The project aims to make the brand stand out more prominently in a crowded marketplace, facilitate easier navigation through Somersby’s diverse product portfolio, and ensure brand consistency across its major markets. The new visual identity is designed to reinterpret Somersby’s brand promise of being ‘Refreshingly Optimistic’, aiming to inspire consumers to discover the joy in everyday moments.
As part of this comprehensive brand refresh, Born Ugly has redesigned the iconic Somersby tree. The tree now boasts a more recognisable and simplified shape that conveys a sense of uplifting nature, with a canopy shape that can adapt to include fruity illustrations, aiding consumers in distinguishing between flavours. Additionally, the Somersby word marque has been refined to better embody the brand’s optimistic essence.
Working on the brand framework, portfolio architecture, and packaging, Born Ugly has established a flexible yet consistent identity system. This system is crafted to support continual brand activation across different markets, reinforcing Somersby’s position as a leading cider brand amid increasing competition. This initiative underlines Carlsberg’s commitment to its Beyond Beer growth strategy, marking an ambitious phase in Somersby’s global expansion plan.
Rob Skelly, Creative Director at Born Ugly, stated, “We’re proud to partner with Carlsberg group to refresh the Somersby brand once again.” According to Skelly, the volatile global environment presents an opportunity to amplify Somersby’s strong brand equity, transforming it into a catalyst for new perspectives among consumers seeking positivity. Carlsberg aims to elevate Somersby as the global flagship in their Beyond Beer space, infusing the brand identity with vibrance and playfulness.
Anna Katrine Drumm-Hakim, global brand director for Somersby, remarked that the updated brand identity marks a significant step in making Somersby more convivial and pertinent to modern consumers. She expresses confidence that this evolution, crafted alongside Born Ugly, will enhance Somersby’s distinctiveness in the fast-growing Beyond Beer category.
This refreshed brand identity for Somersby stands to strengthen its position within Carlsberg’s strategic expansion plans.
