These days beer crates all tend to look really cool, with soft handles, sleek design, glossy labelling. Every brand is trying to be different. Only the “Basic Crate” for the Carlsberg portfolio is happy to stay the same. It confines itself to presenting well-rounded brand vignettes, composed in a silver, technically ribbed exterior. And this is what makes Carlsberg stand out from the others. Each of the Group’s brands shines from an individual core, yet is part of a structure that unites the stack of crates into a single corporate architecture. A mighty brand edifice in the congested business district of the beer market.