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Angram was honored to partner with Carlsberg for the exclusive beer font and their new initiative for green sustainability: Carlsberg NY Dawn. The Carlsberg Brand Team and the Taxi Design agency made a truly singular and challenging proposition to Angram. The most challenging part of the project was finding the perfect balance between the first design intent and a new robust yet flexible engineering structure that could meet all market tastes.


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.