CARLSBERG
The brief
To take Carlsberg’s sustainability goals and 2D brand guidelines, transforming them into designs for retail across their markets globally.
From shelf strips to FSDU’s, activations, temporary displays etc. are we able to elevate the brand from its existing approach to retail, which was to simply use its graphic language as print and be very green.
They no longer wanted their previous approach, they wanted to step into a new direction that reflected their Danish nature and beliefs.
The Result
A set of principles and a modular design system for retail, which supports the sustainable goals of Carlsberg. The approval of this has lead to it being active in 100+ markets across the globe.
Not only this but it provides the brand with guidance of how they want to appear in the physical world through materials, environments and the “Danishness” they’re proud of.
Defining imagery that I pulled together to set the tone and use for the overall feel of the physicality for Carlsberg outside of it’s product and packaging. Looking at how we can activate this feel of a Danish design language.
A highlight of the process
Once a direction was chosen then began a detailed exploration of refining details from large units to every format of shelfing for holding the brands portfolio, in a variety of ways for many markets.
Continuous collaboration
Modularity and sustainability is the foundation from shelving configurations to interchangeable material panels on every unit, even down to SIS.
Various configurations for pallets exist within retail globally, this requires modularity just like every part of our design system. The frame can be set to several heights to support variety of graphics, along with custom modules to break up the space and create variety with their displays.
Variety of materials, combinations depending on the markets and retailers budgets, stock, preferences and level of sustainability/ eco-friendly aesthetic goals.
You name, it we did it
From shelf strips, to islands, to pallet wraps, gondola ends, half shelves, wall bays, multiple wall bays, pop-ups, every material type, comms type, activation type; dark markets, bright markets, poor markets, markets pushing budgets and sustainability, ontrade, offtrade, we looked into and provided guidance for how Carlsberg can cohesively activate their entire portfolio in retail through a sustainable modular and truly flexible design system.
Interpreting the brand guidelines and creating principles for 3D design
Balanced
A Danish balance creates harmony between
form and function through refined simplicity.
Balanced composition
Refined simplicity
Modularity throughout every retail element
Using a ‘less is more’ philosophy to create design that feel composed and uncluttered of unnecessary forms or elements.
Designed with thought, intent and purpose: each element crafted to ensure a better execution.
Uncompromising
Attention to details
Truly considered design decisions
Permanent fixtures
Definition
Considering every element of the designs by following similar philosophy to the 2D design will allow us to create permanent fixtures with intent.
Creating a layer of deeper engagement with the brand and product in the moment of interaction.
Unexpected
Pleasantly surprising
Inviting
Use opportunities to turn design elements into details of visual interest and warmth. resulting in the brand being able to activate the consumers senses in beautiful ways.
Sustainable
Reduce, Reuse, Recycle, Biobased, Ecoconscious executions.
Circular economy design
Material conscious
Adaptive / Modular
Think more broadly - i.e what we can do sustainably without asking retailers to switch to costly materials or how can we help them do so?
