Carlsberg has unveiled a visual refresh for its Somersby cider brand. The company stated that the new look aims to deliver greater brand standout in a crowded marketplace while helping consumers navigate its portfolio and support brand consistency across major markets.
Carlsberg noted that ‘Beyond Beer’ is a growing category, so accelerating growth in this area is a key priority in the group’s long-term growth strategy.
Anna Katrine Drumm-Hakim, Global Brand Director for Somersby, said: “Somersby is now present in 64 markets. As Somersby has continued to expand across the globe, we have become somewhat of a victim of our own success, with our existing design system unable to consistently hold the weight of our growing range of fruity and refreshing ciders.
“This coupled with line extensions to tap into growth opportunities in the health and wellbeing segments – like lower calories and alcohol-free – we needed to not only premiumize our pack design in line with a more contemporary and highly competitive category but also improve our design system to consistently and recognizably carry our range on shelf, building brand blocks for consumers to easily find, navigate and purchase Somersby. We believe this refreshed design will help us drive penetration and support our long-term growth ambitions.”
As part of the brand refresh, the Somersby tree has been redesigned with a simplified, more recognizable shape. Its canopy will be used to aid flavour navigation with fruity illustrations and taste expressions. The Somersby word marque has also been optimized to reflect the “optimistic essence of the brand”.
The new design system will be featured on all Somersby products and packaging across the globe.
