Carlsberg has given its cider brand, Somersby, a fresh new look. This rebranding is part of a larger company strategy to boost the sales of non-beer products.
The goal is to make Somersby more noticeable in the crowded cider market and to create a more consistent brand image. The new design, created with the help of brand consultants Born Ugly, features a simpler tree logo, a more streamlined brand name, and brighter colors.
This updated look will be seen on all Somersby products worldwide. Anna Katrine Drumm-Hakim, the global brand director, explained that with Somersby available in 64 countries, it was time to modernize the brand’s appearance.
The company wanted to elevate the packaging to match the growing sophistication of the cider category, while also making it easier for consumers to identify and choose different Somersby products, especially new options like low-calorie and alcohol-free ciders.
Drumm-Hakim believes the new design will help Somersby grow and attract more customers. She sees it as a significant step in making the brand more appealing and contemporary. By working with Born Ugly, they’ve created a more iconic and refreshing brand identity, which they hope will set Somersby apart in the expanding “Beyond Beer” category.
