Jacobsen, a respected name in brewing, underwent a refresh to stay relevant in the evolving craft beer landscape. The goal was to update its visual and verbal identity to be more accessible and appealing to contemporary consumers while still honoring its heritage.
According to Robot Food’s creative director, Ben Brears, Jacobsen was well-liked but seen as a ’special occasion‘ beer. The challenge was to shift this perception and make Jacobsen more suitable for everyday moments. Moving from bottles to cans was one step in this direction, with a design refresh to support the change.
The original design’s ‚organoleptic‘ patterns, reflecting the art of brewing, were enhanced for better shelf visibility. The depiction of J.C. Jacobsen was also updated to show him in a more lively and vibrant manner, embodying progressiveness and innovation.
The packaging design was refined to improve hierarchy and make each beer easily identifiable. The introduction of tasting notes on the front helps set consumer expectations and navigate through the range of offerings.
Overall, the refresh extends beyond visual identity to how Jacobsen engages with its audience in a crowded craft beer market.