In an attempt to battle the lager market's recent decline in sales and attract a younger audience, Carlsberg Export is having a rebrand.
Gone is the famous green bottle and the hops symbol, to be replaced with a wood effect combined with a white and copper colour palette. A slash through the 'O' and the founders signature J.C. Jacobsen added under the logo, all point back to its Danish roots.
However, this new branding is only for the UK market in an effort to 'bring a touch of Danish happiness to the UK', says design consultancy Taxi Studio.
Does it work? Does it make you happy?
"we've got the strategy, technology and ability to ensure you get not only the best possible design but also the best value for money"