The New Carnegie Brewery is a small Stockholm brewery with a bright and curious soul on the waterfront of Hammarby Sjöstad in Stockholm. After six years of curious experimentation, the passion project needed a new visual identity to provide a guiding light for the years to come.

Our redesign began with the creation of a new brand platform, which (literally) lit our path forward. Nothing could symbolise the brand better than the iconic Luma lightbulb shape. This became our starting point, and the redesign evolved from there – from a refined and timeless logotype that could be integrated in the bulb to a typographical system and bright colour palette that would dictate the design of the labels.

Over the years, the brewers at NCB have created over 150 different kinds of beer and the label design was created to further support and encourage this process through a template format that can be adapted and printed in-house.

The redesign rolled out in May 2020, and our pride in the outcome is reflected in the resulting sales statistics and market impression over the past year, increasing 37% on retail. The beers brewing at NCB are a constant source of exploratory delight and expert craftsmanship, and now they have a design that is as luminous as their spirit. Shine on, you glorious bastards!

2020-2021

Agency & role:
Design Director at Grow Stockholm

Client:
New Carnegie Brewery