Elmwood Leeds and Carlsberg recognised for creating distinctive visual identity system for multiple markets.
Carlsberg and Elmwood Leeds’ brand refresh for Somersby, Carlsberg’s cider brand, has won gold and bronze at Transform Awards Europe 2020. The project won gold in the category ‘Best implementation of a brand development project across multiple markets’ recognising the strategic approach to developing Somersby’s multi-market brand architecture and visual identity system. The refresh aimed to successfully enhance the brand’s distinctiveness in each of Somersby’s key markets. The bronze Transform Award was won in the ‘Best visual identity from the food and beverage sector’ category.
First launched in 2008, Somersby has defined the cider category and as the category leader, Carlsberg wanted to build on Somersby’s success. The opportunity was to break with the traditional cider category tropes and create something more than just a cider. At the same time, Carlsberg wanted to bring simplicity to its multi-tier brand architecture, as well as the flexibility to meet the needs of different market environments.
Recognising a clear consumer need, the ‘Refreshingly Optimistic’ positioning was created for Somersby, addressing a growing need of its consumer to let off steam and unwind together with friends and to seek relief at low energy moments. In their busy, complex lives, Somersby strives to be an uplifting beacon of optimism that encourages people to embrace the lighter side of life.
To bring this new positioning to life, Elmwood Leeds considered every nuance of the brand to represent an uplifting state of mind and communicate a sense of optimism while allowing for distinctiveness and consistency across the different Somersby markets environments (both white and dark markets).
Rob Skelly, Associate Creative Director at Elmwood Leeds, said: “We’re extremely proud to have received this recognition together with our friends at Carlsberg global for the work we’ve done on one of their core global brands. As we embarked on this challenge, we wanted to ensure that every little nuance of the Somersby brand was considered. We wanted the brand’s distinctiveness to shine through and created a flexible, yet unique design system that would help reinforce the brand across markets. We proudly share this award with Carlsberg and the talented partners that worked with us on this project, such as Michael Arnold and Rob Clarke.”