CASE: Visual identity for the beer series
Frederik Tuborg
Customer
Türk Tuborg is a Turkish brewery and beverage company that produces beer and malt products and is one of the largest players in the Turkish beer market
The challenge
The Frederik Tuborg range needed a new visual identity and packaging design that:
- clearly differentiates the individual variants
- appears modern and premium
- Continuing Tuborg’s historical legacy
- Scalable across design lines (labels, POS, digital and print)
The customer wanted a universe that combines Nordic simplicity, brewing traditions and graphic patternsthat give each variant its own personality – without losing the familiar Tuborg roots.
The solution: A cohesive brand universe for the entire product range
We developed a visual identity where patterns, colors, icons and typography work together to create three distinct products:
- Brown Ale (Frederik Brun)
- Lager (Frederik Lager)
- Pale IPA (Frederik IPA)
The design combines iconic silhouettes, graphic nature motifs, urban architecture and organic patternsoverlaid on detailed grain and nature backgrounds.
BROWN ALE - identity & pattern
Visual universe based on warm brown tones and a graphic pattern that draws on:
- Depth and classic beer traditions
- organic texture
- a premium look with golden hues
The logo uses a warm gold typography against a deep brown surface – an expression of tradition, quality and calm craftsmanship.
MÄRZEN LAGER - identity & pattern
The lager has a clear and brighter identity with:
- warm orange tones
- a subtle diamond pattern in the background
- A lighter and more modern look
The logo is in muted, white and yellowish typography and represents a fresh, easy-drinking beer profile.
INDIA PALE ALE - identity & pattern
The IPA identity is based on:
- A vibrant green color palette
- a complex mandala-like pattern that symbolizes freshness, bitterness and depth
- A modern look with edge and energy
The visual expression of the variant is more experimental and designed for a younger, more curious audience.
Frederik Tuborg: Brown Ale
Visual elements, storytelling & branding
Brown Ale is a British beer tradition – that’s why Tower Bridge is used as a visual symbol of the English origin and culture from which the beer originates.
It’s a design choice that connects:
beer type
history
geography
brand narrative
together in one visual approach.
Design-wise: Why does it work well?
The deep brown/gold palette refers to both:
-
Brown Ale’s color in the glass
-
British traditional beer brands
-
Classic pub signs and brass details
The fine line drawing look of Tower Bridge adds:
-
craftsmanship
-
detail
-
historical weight
-
a discreet storyteller layer
It does not appear as a tourist icon, but as a design element, which enhances the seriousness.
The British reference adds an extra dimension to the Frederik Tuborg range:
-
tradition
-
quality
-
European inspiration
-
brewery craftsmanship
Frederik Tuborg: Märzen Camp
Visual elements, storytelling & branding
Märzen Lager is historically an autumn beer – therefore the tree and falling orange leaves are used as visual symbols of the season the beer type originates from.
It’s a design choice that connects:
beer type
season of the year
tradition
raw materials
brand narrative
together in one visual approach.
Design-wise: Why does it work well?
The warm orange/gold palette refers to both:
-
Autumn colors and leaf fall
-
Malty, golden Märzen profile
-
Harvest time and brewing tradition
The central tree and the falling leaves:
-
Create an organic, handcrafted narrative
-
adds depth and visual texture
-
communicates tradition and history in a modern way
The symbolism connects the product:
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European beer culture
-
The Oktoberfest roots
-
A classic, seasonal brewing tradition
and gives the series a more historical and aesthetic weight.
Frederik Tuborg: India Pale Ale
Visual elements, storytelling & branding
India Pale Ale has a historical connection to both spicy bitterness, hop intensity and an exotic origin – hence the complex green mandala pattern is used as a visual symbol of both the flavor profile and the cultural roots of the IPA type.
It’s a design choice that connects:
beer type
flavor character
cultural history
Nature’s raw materials (hops)
brand narrative
together in one visual approach.
Design-wise: Why does it work well?
The bright green color palette refers to both:
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Fresh hop cones and tropical aromas
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The characteristic bitterness of IPA
-
Modern craft beer aesthetics
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A flavor profile with freshness, edge and energy
The detailed mandala pattern:
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Visualizes the complexity of the IPA’s aroma and structure
-
creates depth and an exclusive, almost hand-drawn feel
-
connects the beer type to its historical roots in colonial export beer
while giving the design a modern, iconic look.
The mandala shape acts as a visual intersection between:
-
global beer culture
-
The history of IPAs as export beers
-
Nature’s organic forms (hops, flowers, spices)
The graphic identity emphasizes both tradition and innovation – taking the series into a more experimental, contemporary segment.
Brand structure & usability
Identity is created as a flexible system that works:
- On labels and packaging
- in POS material
- in social media graphics and digital teaser video
- in motion graphics applications (e.g. variant animations and product introductions)
- in presentations and product catalogs
By creating a system based on patterns, colors and a clear logo architecture, we ensured full consistency across media.
Results
The new identity provides:
- clear differentiation between the variants
- premium look that strengthens positioning
- visual recognizability in both retail and HORECA
- a modern Tuborg side labelthat preserves the history while elevating the expression
- possibility of motion graphics extensionsso that the brand also works strongly digitally
The design gives the Frederik Tuborg range a strong, modern and coherent graphic DNA – with plenty of room for future expansion.