Danish brewer Carlsberg has revealed a refreshed packaging and visual identity for its Eve brand, designed to appeal to the female market seeking an alternative to beer.

Developed in partnership with Leeds-based agency Born Ugly, the redesign will look to reinvigorate Eve’s brand identity and re-position its key product to attract new audiences, whilst retaining existing customers.

A hummingbird named ‘Evie’ has been introduced as a new “distinctive” brand asset, intended to act as “an elegant symbol of spontaneity, curiosity and freedom”.

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“We wanted Eve to feel vibrant and modern while staying true to the joyful spontaneity it has always stood for. From the fluidity of the design to the clarity of its expression, every detail was crafted to tell a bold, cohesive brand story,” said Rob Skelly, creative director at Born Ugly.

The re-imagined brand identity aims to help Eve expand into different beverage markets, away from its traditional beer shandy and into ready-to-drink options such as ‘Secco’.

Sarah Stokar, VP of marketing at Carlsberg’s Feldschlösschen Getränke said: “Refreshing the Eve brand was a significant and strategic project for our business.”

“We realised through working with Born Ugly the big opportunity to enhance Eve’s distinctiveness, aide navigation, and introduce new iconic brand assets to drive mental availability. While the product is only just launching, the impact of the brand-on-shelf and of the brand-in-the-hand alone is undeniable,” she added.