Creative Boom profiles Leeds-based studio Born Ugly, which emerged from the former Elmwood headquarters during the pandemic. The article explores how the studio redefined itself through a philosophy of radical reinvention and strategic creativity, highlighting projects for MitoQ, Astonish, and Carlsberg’s Somersby. Born Ugly’s approach centers on uncovering the 'Ugly Truth' behind brands to drive meaningful transformation.
Robot Food has refreshed Carlsberg’s craft beer brand Jacobsen, updating its visual and verbal identity to make it more accessible and relevant while preserving its heritage. The redesign includes bolder packaging, a refreshed illustration of founder J.C. Jacobsen, and clearer pack hierarchy to improve shelf visibility. The refresh also introduces food pairings and flexible systems for seasonal brews, positioning Jacobsen as a beer for everyday occasions.
Taxi Studio created a new brand identity for Carlsberg Elephant to strengthen its premium positioning in India's fast-growing beer market. The redesign focuses on visibility in dimly lit retail environments and features a bold, gold elephant illustration that enhances shelf impact. The project involved close collaboration with Carlsberg India and local insights to ensure cultural relevance and consumer resonance.
BP&O features Kontrapunkt’s redesign of Carlsberg Black Gold, a dark pilsner beer. The new packaging moves away from traditional oval labels, using black and warm gold finishes to balance heritage with modern minimalism. The design emphasizes proportion, contrast, and simplicity while retaining Carlsberg’s legacy elements such as the wordmark, signature, and royal appointment mark.