Today Copenhagen-based Carlsberg Group launches a new global positioning and visual design for its Carlsberg beer brand, which will be rolled out across more than 140 markets around the world.

Office partnered with the Carlsberg team to develop the brand's design strategy, visual identity system and iconography, new packaging, and point-of-sale concepts. The rebranding reflects Carlsberg's trusted 163-year heritage, while connecting with today's active, adventurous generation of beer drinkers.

"[The repositioning] is the largest and most significant move by Carlsberg in my time at the company," said Carlsberg Chief Executive Joergen Buhl Rasmussen, who has been at the helm since 2007 and with the company since 2006. "We have the company ambition to become the fastest growing brewer in the world, and this is a means of achieving that."

"It is time we take Carlsberg to the next level," said Khalil Younes, Senior Vice President of Global Sales, Marketing and Innovation, Carlsberg Group. "Once this roll-out is complete, all packaging and associated marketing communications will not only reflect the brand's new positioning, but will provide us with a uniform, distinctive, and appealing look and feel across all our markets."