Brand agency Born Ugly today reveals the refreshed packaging and visual identity for Carlsberg’s Eve brand, breathing fresh life into the beloved beverage and helping it reconnect with women seeking carefree, flavour-filled moments.
Launched nearly twenty years ago, Eve was created to appeal to Swiss women looking for an alternative to beer. Born Ugly was challenged to reinvigorate Eve’s brand identity and bring its new brand positioning to life by appealing to evolved consumer mindsets and tastes, while not alienating loyal buyers. Increasingly feeling lost in a noisy category, Born Ugly needed to imbue the brand with new relevance, meaning, distinctiveness and iconicity.
The refresh is rooted in the brand’s core philosophy: “Let the Moment Unfold”, brought to life through a dynamic visual identity system and the introduction of new distinctive brand assets that burst with movement, flavour and relevance.
A hummingbird called ‘Evie’ has been introduced as a new key distinctive brand asset as an elegant symbol of spontaneity, curiosity and freedom. As a key storytelling asset, ‘Evie’ is impossible to miss as she darts confidently through the category with lightness and vibrancy, highlighting those spontaneous moments together that lead to unexpected outcomes.
Eve’s brand world has been reimagined with storytelling at its core, from an expressive unfolding device that sweeps across the packaging to the refreshed, more crafted Eve wordmark. Juicier fruit illustrations now deliver immediate flavour recognition, while the new system ensures powerful shelf standout and seamless scalability across all brand touchpoints.
With demand for tasty and innovative new drink experiences growing rapidly, the new brand needed to be rooted in a consistent identity system yet allow the Eve to grow beyond its core beer shandy offering into new ready to drink propositions such as Secco. The identity system now enables Eve to bring its carefree attitude to new emerging categories without diluting the brand.
Rob Skelly, creative director, Born Ugly, said: “We wanted Eve to feel vibrant and modern while staying true to the joyful spontaneity it has always stood for. From the fluidity of the design to the clarity of its expression, every detail was crafted to tell a bold, cohesive brand story.”
Sarah Stokar, VP marketing at Carlsberg’s Feldschlösschen Getränke, added: “Refreshing the Eve brand was a significant and strategic project for our business. While we’d repositioned the brand, this needed to be brought to life across every touchpoint of the brand. We realised through working with Born Ugly the big opportunity to enhance Eve’s distinctiveness, aide navigation, and introduce new iconic brand assets to drive mental availability. While the product is only just launching, the impact of the brand-on-shelf and of the brand-in-the-hand alone is undeniable.”
