From the cool cat of beers to an overlooked lager in the Carlsberg range, Black Gold needed to tell its story through a visual makeover to revive its relevance. Paying homage to the historic Black Gold bottles and the Danish “The Night is Black as Gold” campaign, we designed a darker than dark can that reflects the intensity of the product brand and the bold and more full-bodied pilsner experience.
Black Gold is in family with Carlsberg’s regular pilsner but has a slightly higher alcohol percentage and a more intense and sincere flavour. As the alpha male of the Carlsberg portfolio, we saturated the black and golden colours to dial up the contrast and give the design the richness of the beer itself.
Since launching the design back in 2017, the sales of Black Gold has increased by 45% in Sweden.