Carlsberg and Wimbledon Unveil 2025 Collaborative Beer with White Packaging Design

Carlsberg and Wimbledon have partnered for a 2025 collaboration, introducing a limited-edition concept beer with packaging that aligns with the tennis tournament's traditions. The design, created by Kashyap K Bhatt, features a white can that references Wimbledon's all-white dress code, a rule in place for over 145 years requiring players to wear attire that is almost entirely white, excluding off-white or cream, with only a single colored trim allowed. This marks a departure from Carlsberg's typical green branding, incorporating a colored border around the neck of the can to mirror the tournament's aesthetic. The project includes campaign materials with taglines like 'READY TO SERVE' and 'DRESSED FOR CENTER COURT,' along with other tennis-inspired elements such as 'Doubles ready' and 'Quiet please.' The collaboration focuses on brewing creativity and targets a specific audience, aiming to integrate the brand into Wimbledon's cultural legacy rather than merely sponsoring it. This initiative is presented as a case study in visual identity and packaging design, highlighting how brands can evolve within cultural contexts by honoring established traditions to create innovative products. The design process considered the full user experience, from advertising to physical interaction with the can. The project was documented on Behance and discussed in a design article, emphasizing the impact of subtle design shifts in storytelling and connection.