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THE VISION

CARLSBERG NY DAWN WAS A CHALLENGING AND COMPLEX PROJECT ACROSS MANY AREAS. IT WAS DEVELOPED BY THE CARLSBERG BRAND TEAM AND THE DESIGN AGENCY – TAXI – TO BE A TRULY SINGULAR PROPOSITION. IN APPROACHING THE PROJECT THE CHALLENGES FACED WERE FINDING THE BALANCE BETWEEN MAINTAINING THE DESIGN INTENT AND CREATING A ROBUST ENGINEERING PROPOSITION THAT DELIVERED FLEXIBILITY TO MEET THE VARIATIONS ACROSS THE GLOBAL MARKETPLACE

HOW WE DID IT

preliminary design

The design intent was challenging simply because the unit is so simple. The iconic pillar form whilst simple has details applied to it that elevate it from a pillar to a recognisable mnemonic for the Carlsberg Brands Globally

Delivering the required finish – white quartz/stone was a major part of the font development. The request for real stone was out of scope due to cost but the desire for the look and 'feel' of stone was paramount to the designers vision

The Result

Through a close working relationship with the Carlsberg AS Brand team and Taxi, the Design Agency, the Celli Group were able to bring to life the vision for the Carlsberg Brand globally.