Impact

Carlsberg brand crosses the 1 million hL milestone in India, contributing 85% to the brand portfolio.

Carlsberg: Elephant

Reimagining a Legacy

With an impressive annual growth rate of 40%, Carlsberg Elephant is one of India’s most beloved brews and an integral part of Carlsberg’s growth strategy in this market.

Previous Design

Although the brand was a favourite across the nation, it faced visibility challenges in India’s ‘dark market’ retail environment, characterised by dimly lit stores and consumers having to shop from a distance. Our mission was clear: to create a design so distinctive that it would be visible from 15 feet away. By focusing on the Elephant itself—a symbol that carries significant meaning within Carlsberg’s brand history—the goal was to transform this iconic figure into a bold, eye-catching symbol while retaining its longstanding, iconic white base, ensuring it dominated key touchpoints.

Taxi Studio created a bold, premium identity that resonates in India’s competitive beverage market."

Neelanjan Chatterjee

Marketing Manager, Carlsberg India

Our in-market visits and conversations with the Carlsberg India team were a huge source of inspiration, and these moments helped us understand what makes Carlsberg Elephant so loved and what customers expect from a premium beer in this space."

Will Duffy

Design Director, Taxi Studio