Tuborgen
Overview
What started as a student project, ended up as a nationwide campaign ahead of the 2026 Danish general election. The idea was to use the beer bottle as a medium to get young people talking about politics in the spaces they already share. Tuborg bought the idea and hired us to bring it to life.
Services
Content
Art Direction
Label Design
Year
2026
Collaborators
Mathilde Richter West Mikkel Skotte, Liv Nora Holmgren Iben Dalen
The Concept
Denmark's best-selling beer became a conversation starter. Grøn Tuborg was rebranded as "Tuborgen", a name that merges Tuborg with "Borgen", the nickname for the Danish parliament. During the campaign, every bottle got a new custom label featuring an illustration of Christiansborg Palace, Denmark's parliament building. The neck labels carried 29 non-partisan political questions.
Label and Illustration
The challenge was redesigning an iconic brand for a younger audience without losing Tuborg's classic DNA. The bottle still had to read as a Grøn Tuborg, just with a new layer of meaning. Using a vintage Tuborg ad as a visual reference, I found the right level of abstraction for the Christiansborg illustration. The table display took the idea further: the bottle casts a shadow shaped like the parliament tower, a simple visual that communicates the campaign's core message without a single word.
