by abduzeedo
A look at the brilliant design behind the Carlsberg x Wimbledon 2025 collaboration, showcasing clever packaging design and visual identity.
Wimbledon's iconic all-white dress code has been a cornerstone of the tournament's tradition for more than a century. This strict rule dictates that players must wear "suitable tennis attire that is almost entirely white," with no off-white or cream colors permitted. It also allows for a single trim of color around the neckline. For 145 years, this tradition has been largely untouched by brand partnerships. That is, until now. The collaboration between Carlsberg and Wimbledon for 2025 is a masterful example of a brand embracing a cultural legacy while staying true to its own heritage. The "Wimbledon X Carlsberg Concept Beer" is a collaboration that focuses on creativity and experimentation in brewing, resulting in a unique product for a specific audience.
The design itself is a significant departure from Carlsberg's traditional green color palette. The new limited-edition can is a pristine white, a clean and refined aesthetic that blends seamlessly into the atmosphere of the All England Club. The can's design adheres to the tournament's strict dress code, featuring a single colored border around the neck. This isn't just a simple redesign; it's a strategic move that shows how a brand can evolve within a specific cultural context. By adopting the all-white aesthetic, Carlsberg isn't just present at Wimbledon; it's actively embracing and elevating the tournament's traditions. The packaging design is meticulously crafted to reflect the rules, even noting that the attire is "almost entirely white" and "does not include off white or cream". The brand becomes part of the event's story, not just a sponsor.
The project, authored by Kashyap K Bhatt, is a great case study in visual identity and packaging design. The design showcases a deep understanding of the Wimbledon brand and its traditions, translating them into a tangible product. The can itself becomes a piece of the tournament, something fans can hold and connect with. The accompanying campaign materials, such as the billboards that declare "READY TO SERVE" and "DRESSED FOR CENTER COURT," further solidify this connection. Other creative elements, like the "Doubles ready" and "Quiet please" taglines, are also clever nods to the world of tennis. These details show how the design team considered the entire user experience, from the moment a fan sees an advertisement to the moment they hold the can in their hand.
The collaboration is a fantastic example of a brand leveraging a well-established tradition to create something fresh and innovative. It's a testament to the power of thoughtful packaging design and visual identity, proving that even a subtle shift can make a huge impact. By honoring the past, Carlsberg has created a modern and compelling product that feels both new and timeless. It's a reminder that great design isn't just about what looks good; it's about telling a story and creating a connection. We hope this project inspires you to look for similar opportunities in your own work.
