The renowned Leeds-based agency, Born Ugly, has partnered with Carlsberg for a significant brand refresh of Somersby, aiming for distinction in a crowded market.
- This refresh emphasises Somersby’s ‘Refreshingly Optimistic’ ethos and reimagines their iconic tree logo for better recognition.
- The updated identity enhances brand consistency across major markets, supporting Carlsberg’s growth strategy.
- Somersby’s new appearance aims to attract consumers by reflecting positivity and shared joy.
- Key stakeholders, including the creative director, highlight the strategic importance of this brand evolution.
Born Ugly, a creative agency based in Leeds, has collaborated with Carlsberg to launch a comprehensive brand refresh for the Somersby cider. This initiative aims to strengthen the brand’s visibility and coherence in a saturated market, leveraging Somersby’s ‘Refreshingly Optimistic’ brand promise as a central theme.
The refresh includes a thoughtfully redesigned Somersby tree logo, which is now simpler and more recognisable, capturing a naturally uplifting essence. This redesign aims to facilitate easier flavour navigation with vibrant fruit illustrations and playful taste expressions, aligning with the brand’s optimistic spirit.
As part of this makeover, the brand’s word marque has been refined to better reflect Somersby’s positive essence, ensuring that the visual identity resonates with consumers across different regions. Consistency in market representation is a key focus, vital for maintaining a strong brand presence internationally.
Born Ugly has also taken a step further by redefining Somersby’s brand framework and identity system, including packaging redesign. This ensures a flexible yet consistent brand identity, crucial for effective market activation and alignment with Carlsberg’s expansive ‘Beyond Beer’ strategy.
Rob Skelly, Born Ugly’s Creative Director, emphasised the transformative aspect of this project, recognising it as an opportunity to reinforce the brand’s equity in an unpredictable global climate. He aims for the refresh to catalyse a shift in consumer perspectives, encouraging them to seek positivity in everyday refreshment experiences.
Anna Katrine Drumm-Hakim, Somersby’s Global Brand Director, described the new identity as a substantial move towards greater brand relevance. The partnership with Born Ugly has allowed Somersby to craft an iconic and rejuvenated presence, vital for distinguishing itself in the burgeoning ‘Beyond Beer’ category.
The refreshed identity marks a pivotal step in Somersby’s growth, cementing its status within Carlsberg’s strategic vision.
