Taxi Studio has recently designed limited edition packaging for Carlsberg, aptly titled 'The København Collection.' Carlsberg's founder, J.C. Jacobsen was renowned for his obsession with quality and is famed for the discovery of purified yeast, which forms the basis of the majority of today's lagers. To bring this piece of brand history into the present, Taxi decided to champion Carlsberg's ingredients in a way that elevated the brand and began to challenge consumers' existing perceptions of Carlsberg.
Borrowing from the beautiful simplicity of Danish design, each pack in the København Collection embodies an abstract interpretation of Carlsberg's most iconic ingredients: barley, the mighty hop and Carlsberg's legendary brewers' yeast.
"Denmark is famous for its clean lines and refined craftsmanship so, naturally, a Danish-design aesthetic lent itself perfectly to our abstracted approach to Carlsberg's ingredients," explained Spencer Buck, Creative Partner & Founder at Taxi Studio. "The more we developed the designs the more we saw the potential for supermarket shelves to act as walls of a gallery and so to us, that's what the København Collection became - our small contribution to Carlsberg's art of brewing beer."