Robot Food refreshes Carlsberg's craft beer brand Jacobsen

Jacobsen has long been a respected name in brewing, but as the drinking landscape shifts and craft beer continues to evolve, a refresh was in order. The studio's brief was clear: update Jacobsen's visual and verbal identity to make it more accessible, more shoppable, and more relevant to contemporary consumers—all while honouring the brand's storied heritage.

"Jacobsen wasn't starting from a bad place," says Robot Food's creative director, Ben Brears. "Its beers are well-liked, its brand respected—but it's been seen as something of a 'special occasion' beer."

One of the key challenges was shifting that perception, making Jacobsen a beer for more moments rather than just milestone occasions. The brand's move from 70cl bottles to cans was a major step in that direction, and the design refresh needed to reinforce this evolution.

Jacobsen's original design already contained strong elements, particularly its 'organoleptic' patterns, which reflected the art and science of brewing. However, as Brears explains, "they were getting a bit lost in a very busy beer fixture." Robot Food's solution was to make them bolder and more vibrant and apply them with greater consistency to enhance shelf visibility and aid consumer navigation.

Another major update was to the depiction of J.C. Jacobsen himself. "J.C. has always been depicted rather sternly and towards the latter stages of his life," says Brears.

He adds that the new illustration brings him to life with renewed energy, showing him "more in his prime and his pomp, with a hint of the smile we think he'd have at the choice of beers now available in the world".

The brandmark also saw a refinement with the introduction of "Bryggeri" (brewery) to reinforce Jacobsen's roots in Copenhagen. Brears says: "Just because the brand carries J.C.'s name doesn't mean it needs to look of J.C.'s time.

"It's about carrying forward his spirit and values instead—embodying the progressiveness and innovation that drove him."

In a crowded craft beer market, packaging is as much about storytelling as it is about aesthetics. The new Jacobsen design refines its existing assets, improving pack hierarchy and making each beer easier to identify. "We've worked to improve the overall pack structure," Brears notes, "with bigger, bolder and more impactful beer titles across the board—plus the introduction of tasting notes on the front to help set consumer expectations."

This thoughtful new layout not only aids visibility in retail spaces but also reinforces Jacobsen's positioning in the craft beer scene. Consumers are faced with an ever-growing array of options, and the redesign helps them confidently navigate Jacobsen's range, from core offerings to seasonal and limited-edition brews.

Beyond the visual identity, the refresh extends into how Jacobsen engages with its audience. One key shift is the inclusion of food pairings on the packaging, helping to elevate everyday drinking occasions.

"Where Jacobsen had previously been seen as a 'special occasion' beer, the shift in tone helps set it up instead as the beer that can elevate any occasion," says Brears. The move aligns Jacobsen more closely with casual dining and social drinking trends, expanding its reach to a broader consumer base.

In addition to making the core range more distinctive, the refresh introduces a flexible system for seasonal and limited-edition brews. The 'organoleptic' patterns now have a defined role across the main lineup, but when it comes to special releases, the brand has the freedom to experiment.

"It's about expressing what's unique to the special edition or brewing partner," Brears explains, ensuring these one-off creations stand out while maintaining brand cohesion.

Jacobsen's evolution reflects a broader shift in how heritage brands can remain relevant without losing their authenticity. By refining rather than reinventing, Robot Food has ensured Jacobsen's identity is fit for the modern craft beer landscape while staying true to its legacy.

As Brears puts it, "Consumers are looking for more than just another faceless premium craft beer. They're looking for experiences that align with their values and lifestyles." Jacobsen's new identity delivers exactly that.