A new and better bottling of a discount beer and soda brand
The challenge
Harboe was dissatisfied with being perceived as Netto’s discount product. Their brand name damaged the perception of the quality in their good beer and water. In fact, few knew that Harboe is Denmark’s third-largest brewery with exports to over 90 markets worldwide, and even fewer were aware that the Harboe family’s brewing heritage in Skælskør dates back six generations.
The solution
Fireball helped Harboe activate their unique heritage and restore a culture of craftsmanship and quality brewing. With a new Purpose: “We brew people together” and the message that Harboe is “The People’s Brewery,” we highlighted the brand’s history and intention to celebrate life and the occasions for beer while creating a new and proud identity built on historical elements and modern design language across all of Harboe’s beers and soft drinks.
