# Modernized Heritage Beer Branding Nordlands Receives a Makeover from Strømme Throndsen Design By Jamie Danielle Munro | Published 2014-05-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nordlands References: [lovelypackage](http://lovelypackage.com/nordlands/) & [stdesign.no](http://stdesign.no/) Nordlands is part of the [Carlsberg](https://www.trendhunter.com/trends/carlsberg-beers) brand of beer, and has been around since the 19th century. However, since this alcohol has been around for such an extended period of time, the [packaging had become quite outdated](https://www.trendhunter.com/trends/edinburgh-gin-redesign). Strømme Throndsen Design was hired to fix this roadblock, and the team managed to achieve this goal in a very subtle manner. Much of the original design remains, but the contrast for the boat centered on the can and the package has been increased to help it pop more. The lettering has also been redrawn to give it a modern look. Overall the changes are very small with this [branding design](https://www.trendhunter.com/trends/big-hug-1), but sometimes that's all one needs to keep a sense of authenticity, while connecting with a contemporary audience. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 10% | Activity: 23% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Heritage Brand Modernization:** The Nordlands beer rebranding showcases an opportunity for heritage brands to update their image without sacrificing authenticity. - **Subtle Packaging Enhancements:** A trend toward small design changes can have a big impact in modernizing branding while still maintaining the original aesthetic. - **Contrast Enhancement for Product Packaging:** Increasing color contrast can lead to subtle yet impactful changes in product packaging design, drawing the attention of modern audiences. ### Where This Applies - **Alcohol Beverage Industry:** Opportunities for heritage brands to update their branding in subtle yet impactful ways will keep them relevant in an ever-changing market. - **Packaging Design Industry:** The trend toward subtle design changes creates new opportunities for packaging designers to help heritage brands update their image for modern consumers. - **Marketing Industry:** Marketing professionals can take advantage of the trend toward heritage brand modernization to connect with a contemporary audience while maintaining authenticity. ## Related on Trend Hunter - [River-Inspired Beer Identities](https://www.trendhunter.com/trends/mekong-river.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Australian Beer Revamps](https://www.trendhunter.com/trends/tooheys.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Italian Lager Packaging Updates](https://www.trendhunter.com/trends/peroni-nastro-azzuro.md) - [Visual Beer Brand Identities](https://www.trendhunter.com/trends/visual-brand-identity1.md) - [Refreshed Food Packaging Designs](https://www.trendhunter.com/trends/north-coast-organic.md) - [Heritage-Inspired Sophisticated Whisky Packaging](https://www.trendhunter.com/trends/sophisticated-whisky-packaging.md)