Carlsberg is rebranding its flagship beer across the UK in spring 2019, switching from its famous vertical wordmark orientation to horizontal. But perhaps most noteworthy is the brand’s focus on sustainability.
While its glass and aluminum containers have long been recyclable, its paper and plastic packaging has not been as readily reusable. So Carlsberg is eliminating plastic packaging entirely, using instead a special glue that literally sticks the cans together into a six-pack. The cans are easily snapped apart for use. A recyclable handle spans the cans from side to side.
In addition, any paper packaging will carry less ink, as inks also have to be dealt with in the recycling process. Design guidance has been provided by Taxi Design, which also revamped the company’s global brand in 2015.
Carlsberg global brand director Julian Marsili says the company wants to be seen as a purpose-led organization, and that sustainability is part of its brand promise.
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