Creative change agency Born Ugly today unveils its latest collaboration with Carlsberg group, delivering a global visual identity refresh of the Somersby brand.

The refresh of Somersby aims to deliver greater brand standout in a noisy marketplace, as well as help people navigate the Somersby’s portfolio, and support brand consistency across Somersby’s major markets.

The refresh has reinterpreted Somersby’s brand promise of ‘Refreshingly Optimistic’, encouraging consumers to see the wonder of the everyday and be at the centre of shared moments of joy.

As part of the brand refresh, the Somersby tree has been redesigned to make it more iconic, with a simplified, more recognisable shape that is naturally uplifting. Its canopy with its distinctive shape can flex to aid flavour navigation with fruity illustrations and playful taste expressions. The Somersby word marque has also been optimised to reflect the optimistic essence of the brand.

As part of the project, Born Ugly helped to redefine Somersby’s brand framework, portfolio brand architecture, and brand identity system and packaging design, ensuring a consistent yet flexible identity system to support consistent brand activation in markets.

The refresh reinforces Somersby’s position as a leading brand in an increasingly competitive category, whilst cementing its positioning as a power brand within Carlsberg’s Beyond Beer growth strategy. The brand refresh is part of an wider ambitious growth plan and a critical part of a strategic reinvigoration of the Somersby brand.