Harboe struggled with being seen primarily as a budget brand for Netto, which negatively impacted the perception of the quality of their beer and water. Few people realized that Harboe is Denmark’s third-largest brewery, exporting to over 90 markets worldwide, or that their brewing tradition in Skælskør spans six generations of the Harboe family.

At Fireball, we worked with Harboe to reclaim their heritage and revive their culture of craftsmanship and quality brewing. By positioning Harboe as “The People’s Brewery,” we emphasized their rich history and commitment to celebrating life’s moments with great beer. We crafted a proud new identity that blends historical elements with a modern design language, unifying their beer and soft drink portfolio under a revitalized and authentic brand.

Agency FIREBALL