amynicole – Robot Food has led the brand refresh for Jacobsen, Carlsberg’s premium craft beer, blending heritage with modernity. The redesign aims to preserve Jacobsen’s historic credibility while making it more accessible and relevant to contemporary consumers.
Jacobsen has long held a strong reputation in brewing, but with the craft beer market evolving, the brand needed a visual and verbal update. Robot Food’s goal was to modernize the brand’s identity, making it easier to shop, more approachable, and suitable for everyday moments—not just special occasions.
Refreshing Jacobsen for Everyday Enjoyment
Ben Brears, Creative Director at Robot Food, emphasized that Jacobsen was already a respected and well-liked brand but was often perceived as a “special occasion” beer. The challenge was to shift this perception and encourage consumers to enjoy Jacobsen more frequently.
One of the biggest changes was moving from 70cl bottles to cans, a strategic decision that aligns with modern craft beer trends. The design refresh needed to complement this shift, ensuring the brand remained premium while feeling more accessible.
With this bold new identity, Jacobsen aims to connect with a wider audience, offering a craft beer that’s both high-quality and suited for any occasion.
Jacobsen Brand Refresh Enhances Visibility, Storytelling, and Modern Appeal
Robot Food has redesigned Jacobsen’s visual identity, making it bolder, more structured, and easier to navigate in a crowded craft beer market. The refresh enhances existing design elements, reinforcing Jacobsen’s brewing heritage while ensuring it stands out on shelves.
Stronger Patterns and a More Distinct Brand Identity
Jacobsen’s original ‘organoleptic’ patterns, which symbolize the art and science of brewing, were already a strong feature but lacked prominence. Ben Brears, Creative Director at Robot Food, explained that the patterns were “getting lost in a very busy beer fixture.” The team amplified their vibrancy and applied them more consistently, improving shelf visibility and brand recognition.
Another key update was the depiction of J.C. Jacobsen himself. Previously, Jacobsen’s founder was shown in a stern, aged portrayal. The new illustration presents him in his prime, with a more dynamic and approachable expression, reflecting the innovative spirit that defined his legacy.
The brandmark also evolved, incorporating “Bryggeri” (brewery) to highlight Jacobsen’s Copenhagen roots. Brears noted, “Just because the brand carries J.C.’s name doesn’t mean it needs to look like it’s from his time. It’s about carrying forward his spirit and values.”
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Improved Packaging for Better Consumer Navigation
In an increasingly competitive craft beer market, packaging plays a crucial role in storytelling and product differentiation. Robot Food refined Jacobsen’s pack structure, making beer titles larger, bolder, and more impactful. Tasting notes were added to the front, helping consumers quickly understand flavor profiles.
This thoughtful redesign not only improves visibility in retail spaces but also makes it easier for consumers to explore Jacobsen’s core, seasonal, and limited-edition beers with confidence.
Jacobsen Brand Refresh Expands Appeal with Food Pairings and Flexible Design
Beyond its visual identity update, Jacobsen’s refresh also enhances how it connects with consumers. A key change is the introduction of food pairings on packaging, making the brand more approachable and aligning it with everyday dining experiences.
Shifting from ‘Special Occasion’ to Everyday Enjoyment
Previously viewed as a “special occasion” beer, Jacobsen now positions itself as a premium beer suited for any moment. Ben Brears, Creative Director at Robot Food, emphasized that this shift allows Jacobsen to engage with casual dining and social drinking trends, broadening its appeal to a wider audience.
The refresh also streamlines the core range, making each beer more distinctive while introducing a flexible system for seasonal and limited-edition brews. The ‘organoleptic’ patterns now serve a defined role in the main lineup, ensuring brand consistency. However, for special releases, the brand has the freedom to experiment with unique designs.
Balancing Tradition and Innovation
Brears explained that this approach allows Jacobsen to highlight unique collaborations and brewing innovations while maintaining its brand cohesion. Seasonal editions can stand out visually, yet remain unmistakably part of the Jacobsen family.
Jacobsen’s evolution reflects a modern approach to heritage branding, showing that legacy brands can stay relevant without losing authenticity. Rather than reinventing itself, Jacobsen has refined its identity to fit today’s craft beer landscape.
As Brears put it, “Consumers want more than just another faceless premium craft beer. They seek experiences that align with their values and lifestyles.” With this refresh, Jacobsen delivers exactly that, making its beers more inviting, accessible, and part of everyday life.
