Design agency, Safari Sundays, is a “New York based, nimble collective of global designers, thinkers, inventors, misfits and makers, seeking great partners who aren’t afraid of the open road, choosing the safari over sightseeing, demanding honesty over smokescreens and hopscotch.”
When Carlsberg asked it to design the bottles and cans of a limited edition premium range for upmarket nightclubs, bars and restaurants, it wasn't expecting something ordinary.
One of the features of the brief was that Safari Sundays celebrate the trademark Carlsberg hop leaf as well as the beer’s Danish heritage. So the designers took Nordic landscapes and industrial design as their inspiration and translated these elements onto the classic green Carlsberg bottles.
With a twist. The bottles interplay transparent and opaque spaces, plus matte and high gloss. And “by inverting the brand colours and shifting to a nearly white bottle highlighted by green, it immediately makes a bolder statement. White was the only natural colour to fully convey refreshment, purity and premium qualities in this context. We also celebrated the hop icon by allowing it to transform and fuse with the textures,” Safari Sundays’ creative director, Simone Fabricius, noted.
Tom Moradpour, vice president Carlsberg brand, added, “The launch of these three bottles pushes the boundaries of our design and production capabilities, creating a stunning looking bottle surpassing expectations. They are clean, eye-catching and unlike any other beer design available at the moment...we are proud to have used our Nordic roots to create these limited editions.”
The bottles had a limited run in 11 countries: Portugal, Russia, Poland, Sweden, Norway, Switzerland, Belgium, Malta, Iceland, Cyprus and Holland.
Each of the three distinct bottles - Spectra, Umea, and Symphony - tells its own story about the Nordic region’s wintry panoramas and architecture.
Spectra: Spectra, a quiet nod to Danish functionalist architecture, demonstrates the ideal to design buildings that embrace as much natural light as possible - the full spectrum.
Umea: Umea tells the story of the Swedish city of the same name that was spared from a fire by a group of silver birches, which now line the city to prevent future fires.
Symphony: Symphony demonstrates how the elaborate symphony between architecture and light orchestrates true harmony throughout Denmark.
Creative credits:
Agency: Safari Sundays
Chief creative officer: Damon Gorrie
Managing director: Cynthia Davies
Creative director: Simone Fabricius
Client: Carlsberg
