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Nothing unifies like music. With that in mind, Carlsberg Group wanted to develop a new sound identity that could communicate and express togetherness in an exiting way. And as one of the biggest breweries in the world they saw how sonic branding could add to their brand promise.

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Legacy, modern, pioneering

Carlsberg Group has more than 140 beer brands, employing around 41,000 people all over the world. The group carries the prominent, but also difficult task of unifying all these brands and people in order to create a mutual identity; a Carlsberg we.

Together with agency Sonic Minds we have created a versatile sound identity based on the Carlsberg Group legacy, their modern mindset and pioneering spirit. But most importantly it induces a sense of unity in the Carlsberg Group when rolled out both internally and externally across the whole organization. 


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