Tuborg to complete new identity roll out by May

Tuborg has announced the launch of a new packaging and visual identity for the Indian market. Turner Duckworth, an international brand design agency, has worked on the design of the new bottle.

The new design features a new tilted logo, placed in such a way that the logo becomes horizontal when the bottle is tilted at 62.5 degrees. This would enable everyone around the consumer to see the brand clearly without their having to tilt their heads. The logo unit encompasses the brand's tagline, 'Open for fun'.

Tuborg is present in approximately 70 countries. The new look has been introduced across some of the countries already, and will be rolled out across India by the end of May 2012.

Soren Lauridsen, managing director, Carlsberg India, said, "India is an increasingly important market in Carlsberg’s global portfolio and within its short time of presence in the Indian beer industry, Carlsberg India has become the number three brewer. We aim to give our consumers a superior quality experience and Tuborg’s new offerings not only reinforce the brand image but also emphasise our commitment to innovate. We have given a fresh contemporary look to our bottle, keeping the legacy and brand traits. The new design will be launched across India and we are positive that it will be an exciting new experience to our consumers.”

Subodh Marwah, marketing director, Carlsberg India, added, "The new avatar of Tuborg is being communicated through visibility in on-trade and off-trade outlets. Special programs for outlets will be a key part of generating trials."