Carlsberg Group has refreshed Somersby Cider’s global brand identity, in a new campaign that aims to deliver greater market cut through.
The work was developed in partnership with Leeds-based creative agency Born Ugly, and will form part of a wider expansion plan for Carslberg’s ‘Beyond Beer’ growth strategy.
The Danish multinational has said that the refresh aims to “support” brand consistency across Somersby’s major markets which include Europe, the US, South Korea, Hong Kong, Taiwan and Australia.
“We’re proud to partner with Carlsberg group to refresh the Somersby brand once again,” Born Ugly creative director, Rob Skelly said.
“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.”
He continued: “As it becomes the global flagship for Carlsberg’s Beyond Beer space, we wanted to elevate and mature the Somersby brand.
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“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.”
The refresh includes updates to the brand’s framework, portfolio brand architecture, brand identity system and packaging, including a redesigned, simplified logo.
The new logo takes the brands original logo of a tree and simplifies it into a more ‘recognisable’ shape. According to Carlsberg, the new design will be featured on all Somersby branded products across its various markets.
Somersby Cider was originally launched in 2008 and its range has been expanded to include multiple flavours including watermelon, blackberry and pear. The brand has been rolled out across 46 regions worldwide.
Somersby global brand director, Anna Katrine Drumm-Hakim 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.”
