Carlsberg has unveiled a “visual identity refresh” of its Somersby cider brand.
The change, which will roll out to all of the cider’s markets, has been introduced in the hope that Somersby will stand out in what the brand owner calls a “noisy marketplace”. At the same time, Carlsberg expects the revamp to assist consumers in navigating the cider’s portfolio of flavoured ciders.
The move includes a more “optimised” appearance of the brand’s name along with a “redefinition of Somersby’s brand framework, portfolio brand architecture, brand identity system and packaging design”.
“The new brand identity is a big step for the brand to become more convivial and relevant,” said global brand director Anna Katrine Drumm-Hakim. “With (design agency) Born Ugly, we have created a brand that allows Somersby to show up in a more iconic and refreshing way.
“We believe this evolution will help us become more distinctive in a rapidly growing ‘Beyond Beer’ category.”
In results for the three and nine months to the end of September, announced last week, group CEO Jacob Aarup-Andersen expressed his pleasure with “the development of our key long-term strategic growth categories, including … ‘Beyond Beer’. Aarup-Andersen admitted, however, that Carlsberg had been through a “tough quarter” in which sales rose by 1.3% on the corresponding three months of 2023 – the group’s slowest growth rate so far this year.
