The Carlsberg Group has launched a refreshed global brand identity for Somersby, its flagship Beyond Beer brand, as part of a strategic effort to accelerate long-term growth in the evolving Beyond Beer market. This brand refresh not only aims to give Somersby greater visibility and distinction on crowded shelves but also to strengthen brand consistency across key markets worldwide, including Europe, the United States, South Korea, Hong Kong, Taiwan, and Australia.
Somersby, which now operates in 64 global markets, has become one of Carlsberg’s most popular Beyond Beer offerings. As the category grows, Carlsberg is focusing on expanding Somersby’s reach through an updated brand framework, an evolved brand architecture, and refreshed packaging designs. These changes reflect Carlsberg’s ambition to further penetrate a dynamic and competitive market by appealing to the growing consumer appetite for innovative, refreshing, and sometimes health-conscious options within the cider category.
Anna Katrine Drumm-Hakim, Somersby’s Global Brand Director, commented on the need for the refresh: “As Somersby has expanded globally, our existing design system struggled to consistently represent our expanding range of fruity and refreshing ciders. To seize growth opportunities, such as lower-calorie and alcohol-free options, we needed to premiumize our design and ensure the brand was visually cohesive, helping consumers easily navigate and choose Somersby.”
The redesigned visual identity features an updated Somersby tree logo, streamlined to a more iconic and easily recognizable shape, with vibrant, fruity illustrations that help consumers distinguish between flavours. The new brand identity system was created in partnership with Leeds-based creative agency Born Ugly, who worked to capture Somersby’s core essence of optimism and joy. “We wanted to elevate Somersby’s visual identity to reflect a world full of possibility and shared moments,” said Rob Skelly, Born Ugly’s creative director. “In a world that often feels volatile, we saw the opportunity to make Somersby a brand that offers a positive refreshment in people’s lives.”
The updated design will gradually roll out globally, appearing on all Somersby products and packaging in stores and bars alike. This refresh positions Somersby as a central pillar in Carlsberg’s broader Beyond Beer strategy, aimed at expanding the group’s footprint beyond traditional beer and tapping into the fast-growing market of alternative alcoholic beverages. By focusing on vibrant, contemporary design, Carlsberg is hoping Somersby can serve as an ambassador of the Beyond Beer category, offering a unique, refreshing choice for consumers around the world.
As Carlsberg continues to invest in brand-building and innovative expansion, Somersby’s refreshed identity underscores a clear commitment to staying relevant and resonant in a diverse and evolving marketplace.
Source: https://www.carlsberggroup.com/newsroom/somersby-unveils-refreshed-global-visual-identity/
