Tuborg’s new visual identity out

Tuborg has launched a refreshed global visual identity that reflects its core values of energy, creativity and connection, while remaining anchored in its iconic heritage.

The rebrand aligns with Carlsberg Group’s Accelerate SAIL strategy and is aimed at strengthening Tuborg’s global brand equity, supporting premiumisation and engaging younger, experience-led consumers. By enhancing shelf impact and brand recognition, the new identity is expected to help Tuborg compete more effectively across channels and consumption occasions.

The refreshed look introduces cleaner and more contemporary design elements, including striking typography, simplified structures and a renewed colour palette that conveys confidence and optimism. A stronger portfolio architecture with a tighter and more flexible system is intended to ensure consistency and cohesion across markets, whether in retail, on-trade or digital environments.

The transformation has been developed in collaboration with Design Bridge, working closely with Tuborg’s global brand team and local markets to balance innovation with heritage.

“Tuborg has always been about more than beer, it’s about creating moments that matter,” said Anna Katrine Drumm-Hakim, Global Brand Director for Tuborg. “Our new brand identity reflects that ambition. It’s fresh, modern and designed to resonate with consumers who seek individuality and excitement. This is a big step in strengthening Tuborg’s global presence and relevance.”

The rollout of the new identity will take place throughout 2026, beginning with priority markets in Asia and Europe, before expanding globally. Consumers will experience Tuborg’s new look across packaging, digital platforms and brand activations during the year.