Totally Squashed It: The Tuborg Squash Rebrand Explored



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6 min


02 February, 2022

In Denmark, Tuborg Squash is a pretty big deal, so big in fact that it eclipses the need to have any major social presence at all.

Seriously, all I could find was a quick product description on the Carlsberg Group website.

For those not in the know, Tuborg Squash is a brand of soft drink (orange flavoured, obviously) that is part of the Tuborg family, a family of alcoholic beverages.

It was introduced all the way back in 1936, so it’s a brand with a rich history that was promoted pretty well in the old branding. I say old because the brand, and its zesty orange packaging, has only been updated.

This rework was handled by Everland, a creative agency hailing from Denmark.

It looks great at first glance, a modern update that some would say was dully needed if the brand was to infiltrate a current generation. But does it change too much, or too little?

Well, there’s only one way to find that out…

Let’s dive in and look at this rebrand in full!

The Orange Within the Orange

One of the main traditions of Tuborg Squash is the inclusion of two oranges on its packaging. Finding these oranges can be pretty tough β€” it’s one of those ‘you need to be shown to get it’ sort of scenarios.

The first orange is pretty easy to spot as it’s basically the shape of the label you see. Try looking for the second and you might be there a while. You’d have better luck in finding Wally (otherwise known as Waldo depending on where you live).

Okay we’ll spill: the second orange is located within the crown you see in the pip bit of the larger orange. You kinda need to squint to see it, but it’s there.

If you look at the old packaging, you’ll notice that orange-ception can be seen there too, albeit less noticeable thanks to the array of dot work found around the old design.

Tuborg Squash cans stacked up
Credit to Everland

Less Fizzy for the Better

Since we’re on the topic of the packaging, it’s probably worth giving our thoughts on the packaging as a whole.

All in all: it looks quality.

A lot of the dated inclusions of the old packaging have been either stripped away or updated to make for a modern look.

For example, the fizzy bubble patterns (those we referred to as ‘dot work’ above) are from a bygone era, and were in dire need of shelving. They looked far too dated, which took away from everything going on in the centre.

The crown is a lot more prominent in the new version, which allows Tuborg Squash to lean on its rich heritage, while enjoying the fruits of its updated labour.

You’ll notice that the outline creating the shape of the orange is a lot bolder too, creating more of a break between the sea of orange and the logo found dead centre.

With the old packaging, the yellowish line is a lot rounder and orange-like compared to the updated oval approach. Which you prefer will come down to preference.

I for one prefer the new version.

The Refreshing Taste of the Typeface

Okay, time to talk typeface, or logo as some would call it.

Was it any good? To be honest, yeah, yeah it was, which explains why the updated version pays homage to it.

That being said, the removal of the highlights dotted between each letter was a great choice. With the new type, the white lines are used to form a shadow, which sits against the orange pretty well.

Some designers might hate it as it makes the logo look like its constantly vibrating, but you have to remember the product. It’s orange soda, it’s supposed to be carbonated.

Besides, it’s not like those fizzy dots where it’s practically hitting you over the head with the branding.

In terms of logotype, Everland describe the updated look as ‘liquid typography’ and it shows, given the very lax nature of how it sits on the packaging overall.

It’s all weighted really well, with the bold ‘Tuborg’ serving as the perfect contrast to the big ‘Squash’ under it.

Tuborg Squash bottle tops all lined up
Credit to Everland

More White All Round

Gone is the colour red, in its place is a lot of white.

And we aren’t talking about the orange shape, exclusively. No, we’re talking about the colour of the font on the packaging. This change, again, is in the name of modernising a brand’s look.

The white is a lot easier to read from afar, which is more than ideal when you consider how important it is for your products to stand out in the FMCG sector.

Which would you pick out of the two, the red or the white?

It’s the Little Things

It’s something we’ve just picked on, but is worth pointing out for those without eagle eyes.

Look at the bottom half of the letter S and tell us what you see.

It’s an orange wedge, one you can find on the smaller S towards the end of the word too! What’s more, the wedge also doubles up as a smiley face.

Perfect for the kids and for the man-children like me who find enjoyment in these things.

“It’s details like this that spark the imagination and make for good storytelling and iconic design. That, and an original, refreshing taste.”
β€” Everland

Tuborg Squash typeface on an orange wall
Credit to Everland

Truly Squashed It: The Tuborg Squash Rebrand Explored

All in all, what you have here is a new design that will no doubt ring in the ears of a much younger audience β€” more so when coupled with the very quirky TV ads that have been produced for the orange soda brand.

One thing that not a lot of people are talking about when covering this rebrand is the fact that the updated packaging/logo do a great job in finding that sweet spot.

Not only does it sit on its own, but it also works in being ‘same but different’ when looking at the entire Tuborg/Carlsberg lineup.

You can’t see, but we’re giving this rebrand a big old clap.

Now, who fancies a can of Tuborg Squash? My treat, of course.

Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.

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