1664: Flagship Premiumization

YEAR 2023

CLIENT Carlsberg Group

AGENCY Design Bridge and Partners

MY ROLE LookDev, Animation, Rendering

DURATION 1 Week

TOOLS Cinema 4D, After Effects

CREATIVE DIRECTION Alessandro Foschini

2D MOTION & EDIT Abbi Chard

3D ANIMATION Gan Lin

A Modernized Heritage In 2023, [Kronenbourg]1664——the leading super premium brand in the Carlsberg Group’s portfolio——underwent a global brand overhaul to pivot from a traditional lager to a contemporary lifestyle player while maintaining its recognizable silhouette. The refresh was designed to embrace the brand’s rich connections to fashion, art, and design while targeting a young, sophisticated, and classy “Modern Francophile” audience.

I paired up with a Senior Motion Designer at Design Bridge London to deliver nine 3D product sequences for a minute-long brand film. This video served as a high-level boardroom presentation to define the new brand’s visual world, blending fashion-forward lifestyle footage with revamped designs to showcase its reimagined personality and spirit.

French Audacity & Style The work centered on magnetic French charm, deliberately moving away from standard beverage tropes. Footage of iconic Parisian architecture and fashionable city-dwellers in their 20s was enhanced with a pastel LUT palette, emphasizing both the city’s elegance and the vibrancy of its social energy. Echoing haute couture aesthetics, the scenes highlighted young professionals engaging in urban social settings, where formal and creative self-expression took center stage. To complement the footage’s established joie de vivre, I built a crisp 3D environmental setup (in addition to close-up shots in studio-style-lighting) with a subtle hint of warmth, evoking a perfect, temperate sunny day in Paris.

Highlighting Modernized Labels My role was to bring the new graphic attributes of the 1664 family——Blanc, Rosé, and 0.0%——into the spotlight, ensuring they were showcased realistically and credibly.

• Design Integration: The update introduced a modernized cocarde and a bold, bespoke typeface. I modeled the bottles to reflect the updated geometry and mapped the new labels exported from Illustrator, focusing heavily on the premium matte label paper and metallic rose gold finishes to ensure the tactile quality was visible.
• Studio Lighting: I avoided high-speed kinetic lighting in favor of steady, intentional movements that allowed the viewer to clearly see the new label details and bespoke typography. The iconic blue bottle remained the hero at the center of the frame, while the lighting produced a clean, inviting internal haziness.

A Global Success Story  The final film served as a vital visual proof-of-concept for the global refresh of this 360-year heritage, bringing the brand’s new hedonistic, lifestyle-centric personality into focus for client leadership.

The refresh has proven to be a significant turning point for the brand. Following the relaunch, 1664 Blanc reported 6% global organic volume growth in 2024, with its “Bière” relaunch in the UK seeing a massive 74.5% increase in volume.