Danish lager brand Tuborg has unveiled refreshed branding, which looks to appeal to a younger audience of lager drinkers. Designed by Turner Duckworth agency, the refreshed visual identity is the brand’s first update since 2012.
Turner Duckworth has updated existing elements of the brand identity, replacing the black logotype with a brighter electric blue color. While the crown and hops symbols have been retained, these elements and the rest of the logo are flatter, and there is no shadow on the logotype.
The bright blue colour palette seen in the updated logo has been carried through to other elements across the identity, packaging design and communications in order to stand out among the green beer brands like Grolsch and Heineken. The electric blue really came from Tuborg’s equity in music. It’s a very energetic colour, and it’s very distinctive. Different sized blue ring shapes now surround the logo. They are designed to look like a "power pulse" to represent "the beat of youthful energy", as a reference to the brand’s partnerships with music festivals. A new "heritage stamp" featured on the packaging, which reads "Enjoyed since 1880 Copenhagen", looks to reinforces the brand’s European heritage and tradition.