Tuborg adopts new visual appeal

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | May 11, 2012
The fresh and edgy look includes a changed logo, a new visual identity and a re-designed bottle which is a part of the brand's global initiative.

Beer brand Tuborg has announced the launch of its new packaging and visual identity as a part of its global enhancement programme. The new look of the brand is inspired by the needs of Indian consumers and aims to give them a global experience.

Tuborg New Identity

Tuborg's new visual identity includes a new logo and label, and a re-designed bottle giving a refreshing look to the brand. The beer brand relates itself to music and fun with the tagline, 'Open for fun'. Therefore, the logo is now horizontal, with Tuborg written in black. Beside the text, there is a graphical representation of the bottle cap in green. To add the musical angle based on the brand's representation, the bottle cap is given a vibration effect.

Tuborg New Identity

The new label is now tilted and designed in such a way that the logo becomes horizontal when the bottle is titled at 62.5 degree. When a person holds the bottle to drink, the others can see the label easily without tilting their heads.

The design of the bottle is altered to make it more curvy and easy to grip. The bottle has been designed by international brand design agency, Turner Duckworth.

In an official communiqué, Soren Lauridsen, managing director, Carlsberg India, says, "Tuborg's new offerings not only reinforce the brand image but also emphasise our commitment to innovate. We have given a fresh contemporary look to our bottle, keeping the legacy and brand traits."

The new Tuborg will be available in 330 ml and 650 ml packages across India by the end of May.

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