The assignment: Create a new font for Tuborg beer, specifically suited for the digital age.
Since the typeface covers the entire Tuborg portfolio, and not just the flagship Grøn Tuborg, rather than merely updating the look, the assignment expanded into a brand book.
Two things were particularly important to us: First, the typeface had to work on screens, where text and images get smaller and smaller. Second, it had to be sturdy enough to make it in the real world, on beer trucks, labels, posters, at festivals, and on Facebook… mainly by people who are not designers.
We are pleased to report that the new Tuborg typeface has gone largely unnoticed. Which means that we have succeeded in future-proofing the original font from the 1940s without losing its heritage.
In collaboration with
Henrik Juul and Jonas Heckscher.