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Originally Refreshing – Creative Circle
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Tuborg Squash is a Danish icon, a true classic introduced in 1936. Te design needed an update, so when our good friends at Another approached us, we were naturally excited.
Te new design should connect with a younger audience, but at te same time, it should appeal to existing fans. Finally, it should emphasise te tasty orange flavour and just be more Tuborg’sk. Refreshing, without getting too fresh, and original without becoming old-school.
As a long-lasting icon, Squash is shrouded in storytelling and tradition. One of these traditions was te two-orange rule; in every Squash was te equivalent of two oranges. Naturally, we couldn’t help incorporate this into te new design. Te first orange is te round label shaped like... well, an orange. Te other orange is hidden inside te label’s top crown to focus on this legendary soda water’s legacy and pride.
However, te real change in te design is te liquid typography used in te new logotype. We are interpreting traditional and personal details and convey them into a modern logo. By respecting what has worked in te past, we induce new life to te label. Te lines become playful, with soft, silky movements, and if you look closer, you can see te S-letters greeting you with a friendly smile. It’s details like this that spark te imagination and make for good storytelling and iconic design. That, and an original, refreshing taste.
(CGI:) Kim Fersling Alexander Schepelern
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