Creative agency Born Ugly has unveiled its latest collaboration with Carlsberg group, delivering a global visual identity refresh of the Somersby brand.
The refresh of Somersby aims to deliver greater brand standout in a noisy marketplace, as well as help people navigate the Somersby’s portfolio, and support brand consistency across Somersby’s major markets.
The refresh has reinterpreted Somersby’s brand promise of ‘Refreshingly Optimistic,’ encouraging consumers to see the wonder of the everyday and be at the centre of shared moments of joy.
As part of the brand refresh, the Somersby tree has been redesigned, with a simplified, more recognisable shape that is naturally uplifting. Its canopy’s distinctive shape can flex to aid flavour navigation with fruity illustrations and playful taste expressions. The Somersby word marque has also been optimised to ‘reflect the optimistic essence’ of the brand.
As part of the project, Born Ugly helped to redefine Somersby’s brand framework, portfolio brand architecture, and brand identity system and packaging design, ensuring a consistent yet flexible identity system to support consistent brand activation across markets.
The refresh reinforces Somersby’s position as a leading brand in an increasingly competitive category, whilst cementing its positioning as a power brand within Carlsberg’s Beyond Beer growth strategy. The brand refresh is part of a wider ambitious growth plan and a critical part of a strategic reinvigoration of the Somersby brand.
Rob Skelly, creative director at Leeds’ Born Ugly, said: “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.
“As it becomes the global flagship for Carlsberg’s Beyond Beer space, we wanted to elevate and mature the Somersby brand. The new brand identity system establishes the brand’s iconicity, giving it a natural vibrance and adding a uniquely playful perspective to open a world full of possibility and shared moments of joy.”
Anna Katrine Drumm-Hakim, global brand director for Somersby, added: “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.”
