Seth & Riley's Garage

Seth & Riley’s Garage is an RTD brand, born in Finland in 2012. Following success across Central and Eastern Europe, Carlsberg had prioritised Garage for global expansion. The brand had evolved differently across markets, resulting in inconsistent positioning and identity; our task was to prepare Garage
for growth through a clear brand architecture, redesigned packaging and a distinctive brand world supporting consistent storytelling across touchpoints and markets.
The brief called for a clear definition of the brand’s distinctive visual assets, their role in the narrative and the communication hierarchy. We built on the elements consumers already recognised and loved, while introducing greater standout, emotion and energy through a refined visual identity that strengthens impact and consistency.
The repositioned brand challenges people to ‘Squeeze More Out of Life’; every aspect of the redesign flows from this idea. Garage’s unfiltered, cheeky and unapologetic personality encourages consumers to embrace curiosity and adventure. The ‘squeezers’ become the primary distinctive asset, featured in the master lock-up and used independently as a digital icon and sticker across touchpoints. The redrawn wordmark is bolder and more impactful.
Key equities, including the rhombus label shape, masterbrand palette and distressed texture, are strengthened. The rhombus remains central to the pack, while flavour-coloured keylines differentiate variants, creating a unified, premium expression and preserving familiarity. A codified design system governs bottle and can labels across the portfolio, ensuring consistency while allowing each range to express its personality through graphics, iconography and photography.
The brand world invites consumers to say ‘Goodbye Maybe’ and embrace spontaneous, enjoyable moments. Motion principles, key visuals and imagery bring Garage’s personality to life across flavours, energy levels and markets, while the bottle is personified in scenes celebrating confidence, irreverence and authenticity.
In physical environments, the angled rhombus becomes a portal into the brand world, creating an experience that’s bold, raw and unmistakably Garage.
Yves Briantais, Carlsberg Group CMO, said: “The new brand system introduces greater clarity, energy and recognisability across every touchpoint, while keeping the brand strong, unified and unmistakeable.".
The new identity rolls out across existing markets in 2026, ahead of expansion into new markets in 2027.