Case Study: Tuborg Denmark broadens its audience with Robot Food

Tuborg Denmark broadens its beer audience with Robot Food in 30 years of brand dilution

Tuborg Denmark, a well-known beer brand and cultural icon, faced the challenge of broadening its audience to attract a new generation of beer drinkers without alienating its existing customer base. They engaged the design agency Robot Food for a comprehensive brand redesign service that included creative strategy, visual identity, and brand world development to address this dilution of their brand impact.

Robot Food's solution was to build upon the Danish concept of 'fællesskab' (community) to create a clearer, more consistent family of beers. They simplified and amplified the personality of each product in the portfolio and created a new design system that unified the iconic 'clockman' with the wordmark. The result was a more distinctive and navigable brand that successfully appealed to a broader audience while staying true to its heritage, as praised by Tuborg's Marketing Manager. The work was also featured in major industry publications.

Tuborg Denmark