Today the Carlsberg Group unveils a global visual identity refresh of the Somersby brand. The renewed visual identity aims to deliver greater brand standout in a noisy marketplace while helping people navigate the Somersby’s portfolio, and support brand consistency across Somersby’s major markets.

Beyond Beer is a growing category, so accelerating growth Beyond Beer is a key priority in the Carlsberg Group's long-term growth strategy. At Carlsberg Group, Beyond Beer brands like Somersby are already well established in many markets, and there are major opportunities to scale them further, by boosting brand-building efforts, innovation, and footprint expansion.

Anna Katrine Drumm-Hakim, Global Brand Director for Somersby, says:

“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 to make it more iconic, with a simplified, more recognizable shape that is naturally uplifting. Its canopy with its distinctive shape can aid flavour navigation with fruity illustrations and playful taste expressions. The Somersby word marque has also been optimized to reflect the optimistic essence of the brand.

Developed in collaboration with creative change agency, Born Ugly, Somersby’s 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 new design system will be featured on all Somersby products and packaging across the globe and is already rolling out in some markets, so keep an eye out for it at local stores and bars.

Curious about all the new details? Take a peek below.