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Creative change agency Born Ugly<\/strong> today unveiled its latest collaboration with Carlsberg group<\/a>, delivering a global visual identity refresh of the Somersby brand. <\/p>\n The refresh of Somersby aims to deliver greater brand standout in a noisy marketplace, as well as help people navigate the Somersby\u2019s portfolio, and support brand consistency across Somersby\u2019s major markets. <\/p>\n The refresh has reinterpreted Somersby\u2019s brand promise of \u2018Refreshingly Optimistic\u2019, encouraging consumers to see the wonder of the everyday and be at the center of shared moments of joy. <\/p>\n As part of the brand refresh, the Somersby tree has been redesigned to make it more iconic, with a simplified, more recognizable shape that is naturally uplifting. Its canopy with its distinctive shape can flex to aid flavor navigation with fruity illustrations and playful taste expressions. The Somersby word marque has also been optimized to reflect the optimistic essence of the brand.<\/p>\n As part of the project, Born Ugly helped to redefine Somersby\u2019s brand framework, portfolio brand architecture, and brand identity system and packaging design, ensuring a consistent yet flexible identity system to support consistent brand activation in markets.<\/p>\n The refresh reinforces Somersby\u2019s position as a leading brand in an increasingly competitive category, while cementing its positioning as a power brand within Carlsberg\u2019s 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.<\/p>\n \u201cWe\u2019re proud to partner with Carlsberg group to refresh the Somersby brand once again,\u201d said Rob Skelly, Creative Director at Born Ugly<\/strong>. \u201cAgainst the backdrop of an increasingly volatile world, we saw the perfect opportunity to build on Somersby\u2019s strong brand equity to become a catalyst for refreshed perspectives for people who purposefully look for positive refreshment in their lives.\u201d<\/p>\n \u201cThe new brand identity is a big step for the brand to become more convivial and relevant,\u201d said Anna Katrine Drumm-Hakim, Global Brand Director for Somersby<\/strong>. \u201cWith 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.\u201d<\/p>\n Carlsberg is on Packaging Strategies<\/em>‘ current list of the Top 100 Food & Beverage Packaging Companies<\/strong>. Click here<\/a> to see the current rankings.<\/p>\n<\/div>\n