Leading creative agency Born Ugly collaborates with Carlsberg to refresh the visual identity of the Somersby brand.
- This initiative aims to ensure brand consistency and standout as Somersby seeks dominance in competitive markets.
- The redesign includes an uplifting transformation of the Somersby tree, reflecting the brand’s optimistic essence.
- The project is aligned with Carlsberg’s strategic growth initiatives under the Beyond Beer category.
- Rob Skelly from Born Ugly expresses pride in elevating Somersby as a global flagship brand.
Creative agency Born Ugly has embarked on an ambitious project with Carlsberg, focusing on the global visual identity refresh of the Somersby brand. The objective is multifaceted: to enhance the brand’s presence in a crowded market, facilitate easier navigation of Somersby’s product range, and maintain consistency across major markets worldwide.
A key element of this refresh is the reimagining of the iconic Somersby tree. The redesign introduces a simplified, more recognizable silhouette, intended to naturally uplift the brand’s image. Embracing a playful character, the new design incorporates fruity illustrations that serve to guide consumers through Somersby’s diverse flavor offerings. Moreover, the Somersby word marque has been fine-tuned to embody the brand’s inherent optimism and vibrant ethos.
Spearheaded by Born Ugly, this revitalization effort extends beyond mere visual changes. It involves redefining Somersby’s brand framework, portfolio architecture, and identity system—including packaging design. The goal is to ensure a cohesive yet adaptable identity that supports the brand’s activation initiatives globally. This approach not only fortifies Somersby’s status as a leading player in its category but also reinforces its strategic importance within Carlsberg’s Beyond Beer growth plan.
Rob Skelly, Creative Director at Born Ugly, has articulated the agency’s commitment to leveraging Somersby’s strong brand equity as a catalyst for change. He states, ‘We’re proud to partner with Carlsberg group to refresh the Somersby brand once again. Against the backdrop of an increasingly volatile world, we saw the perfect opportunity to build on Somersby’s strong brand equity to become a catalyst for refreshed perspectives for people who purposefully look for positive refreshment in their lives.’ His remarks highlight the aspiration to mature and elevate the Somersby brand to a new level of international prominence.
Anna Katrine Drumm-Hakim, Somersby’s global brand director, acknowledges the significance of this transformation, stating, ‘The new brand identity is a big step for the brand to become more convivial and relevant. With Born Ugly, we have created a brand that allows Somersby to show up in a more iconic and refreshing way. We believe this evolution will help us become more distinctive in a rapidly growing Beyond Beer category.’ Her insight underscores the brand’s ambition to redefine its market positioning with an innovative approach.
This strategic brand refresh positions Somersby for ongoing market leadership and sustained growth.
