With its black packaging and constellation-inspired design, Carlsberg NOX looks so initially intriguing that your main desire is to simply reach out and hold it in your own two hands. Safari Sundays created the packaging to tell an alluring tale of epic journeys and nighttime potential. Adam Walko, the Creative Director states:
“We wanted to create a truly impactful graphic language that simultaneously left people intrigued whilst guiding them in the pursuit of the best the night could offer. It was a visual system designed to go far beyond the packaging, becoming a signpost for unforgettable, nighttime experiences, curated by Carlsberg.”
“Inspired by the name of this special hop — ‘polaris' — meaning north star, they designed a new sub-brand name and bold graphic label that would unlock the rich, emotional potential of this new product.”
The silver, starry constellation gracing NOX and the forest greens are reminiscent of the Northern Lights, likely inspired by Carlsberg’s Nordic roots. The beer appears mysterious and enticing, implying that wherever the evening goes, it will head in the right direction.
Designed by: Safari Sundays
Country: United States
City: New York, NY