- Arts & Culture
- Fashion & Luxury
- Government & Associations
- Media & Entertainment
- Client Carlsberg
- Project Campaign identity, logo design, design implementation
- Year 2011
Celebrating the Carlsberg heritage
While the Carlsberg brand is known all over the world, few are aware that the founder of Carlsberg, J.C. Jacobsen's approach and philosophy still guides and inspires the world's fourth largest brewery.
September 2nd, 2011 was the 200th birthday of Carlsberg's founder, J.C. Jacobsen. This was celebrated by Carlsberg through different events mainly in Copenhagen, Denmark. The celebration may seem odd for those who aren't aware of the impact Carlsberg has had in especially Copenhagen, but it also a way of keeping a brand heritage intact.
Brewer Jacobsen was a philanthropist and avid art collector. With his fortune he amassed an impressive art collection (originally on display for the uneducated Carlsberg brewery workers and their families on holidays) which is now housed in the public arts museum Ny Carlsberg Glyptotek in central Copenhagen. He was a political figure and extremely engaged in matters of society. After the fire of Frederiksborg Palace in 1859 he paid its rebuilding.
"Ideas ferment at Carlsberg - they bubble to the surface and inspire society, scientists, visitors and citizens, in the same way J.C. Jacobsen still inspires the company," said Carlsberg CEO, Jørgen Buhl Rasmussen. With the celebration Carlsberg shows the invaluable legacy of Brewer Jacobsen - a vital part of the Carlsberg brand's heritage.
e-Types has designed the commemorative logo identity used in celebration events throughout the Carlsberg organization, product packaging and labels.