Tuborg, a Danish beer brand, is a name to reckon with. Robot Foods, a Leeds-based branding agency, worked on refreshing and unifying the brand.
Tuborg contacted the design agency in September 2020 after following a three-way pitch. Robot Foods worked on the brand for the better part of 2021 to unify and strengthen the it.
David Timothy, Robot Food Managing Director, mentioned:
“I think we were in there because they wanted a new perspective on the brand. Tuborg is a Danish cultural icon — it’s more than just a beer brand.”
The prime focus of the refresh was to highlight Tuborg as a “proud parent brand.” In addition to redesigning the beer brand’s product, Robot Foods also reimagined the wordmark, making it relevant for Danes today.
“By consistently applying these two assets we created headroom to express the individuality and often longstanding personality of each beer, whilst never losing the link to the parent brand,” said Timothy.
Apart from building a “full brand world for Tuborg,” the branding agency also worked on the new packaging design.
Ben Brears, Robot Food Creative Director, mentioned the following:
“We were brought in to offer a fresh perspective and not be led by what they had before, but you’ve always got to be respectful. A great client is one who’s really open and listens to what you’re saying and loves to be challenged, but who knows the consumer really well and helps you find that sweet spot. For some, these changes might seem minimal, but it was never about throwing the baby out with the bath water. The assets and system we’ve been able to establish helps set Tuborg up for a really progressive future”