Carlsberg has introduced a refreshed design for its popular Somersby cider brand, reinforcing its identity as a modern, optimistic, and vibrant choice for consumers. The updated packaging, crafted in partnership with the design agency Elmwood Leeds, introduces a ‘living tree’ symbol representing the different flavors of Somersby, with unique icons and color schemes that differentiate each variety. This symbolic tree replaces the more conventional apple tree imagery, positioning Somersby as a distinct and recognizable brand within the cider market.

The new design aligns with Carlsberg's commitment to sustainability, as the packaging includes eco-friendly materials that are fully recyclable. This update is part of Carlsberg’s broader initiative to integrate environmentally conscious materials across its portfolio. The goal is to make each pack visually appealing and sustainable, reflecting Somersby's optimistic outlook.

“Our refreshed brand now ensures that we can build Somersby’s distinctiveness across markets, encapsulating its positivity and warmth,” said Pernille Arnt, Global Marketing Director at Carlsberg Group. “This redesign provides us with a flexible yet unique identity that speaks to consumers worldwide.”

Rolling out globally, the refreshed look will be adopted across 50 markets, focusing on Europe and Asia. By positioning Somersby with a ‘Refreshingly Optimistic’ tagline, Carlsberg aims to connect with consumers’ desire for positive and engaging experiences. The design also allows for adaptability, making it easier to update seasonal and limited-edition flavors while maintaining brand consistency.

This packaging update supports Carlsberg’s ongoing innovations in sustainable packaging and marks a shift towards creating packaging that enhances consumer experience and environmental responsibility. With its blend of colorful, contemporary aesthetics and eco-conscious design, Somersby’s new look represents a significant step forward for the brand.

As consumer expectations evolve, Carlsberg’s refreshed packaging design for Somersby cider illustrates how brands can balance visual appeal with sustainability, offering a product that resonates with both environmental values and the desire for unique brand experiences.