The objectives were to retain the &ldquoiconic summery somersby feel&rdquo but to make it stronger. The brand was introduced onto the market in 2008. Carlsberg&rsquos somersby international marketing manager anne brøndsted nielsen said &ldquowhen we needed to upgrade the design our brief to taxi was to not only retain the iconic, &lsquosummery somersby&rsquo feel, but to actually make it even stronger.
We also tasked taxi with creating a robust brand architecture to help us introduce npd and new flavour extensions to the range.&rdquo taxi studio creative director spencer buck added &ldquoour internal brief was to make it easier to find the right variant, but even more important to us was to strengthen and make more iconic what we saw as vital for the somersby brand the organic, backtotherootsfeel of the apple tree logo and distinctive brand colourways.
