Creative Director: Carl Johan Larsson
Client Director: Ida Righolt
Project Type: Produced
Product Launch Location: Denmark
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium
Printing Process: Digital Printing
New Brewmasters IPA Design From the Gates of Carlsberg
What began as a practical invention has now turned into a popular beer type and a must-have for every proper brewery. Carlsberg and Danish design agency EVERLAND teamed up on a new refreshing design for the iconic Brewmasters IPA that blends heritage and modern appeal.
The Indian Pale Ale was invented in Britain, where sailors, while sailing to India, loaded up barrels of beer with hops. The hops hung around in the beer for so long that they lost their natural fruity flavour and left a bitter-tasting beer. Ahoy Matey!
Moving on to the 21st century. In recent years, IPA has become increasingly popular, and every brewery with self-respect has launched an IPA. Carlsberg, an internationally acclaimed brand with legendary brewmasters, also produced a world-class IPA. Carlsberg’s ambition was to match the extraordinary refreshing beer with a design worthy of a legendary brewery. Enter Danish design agency EVERLAND.
“The new Brewmasters IPA design is a brew of the craft and charisma that originates from Carlsberg. It’s a refreshing design that honours the brewery’s heritage and modern appeal.” – Carl Johan Larsson, Creative Director & Partner, EVERLAND