Lav (Lion) is a Carlsberg beer brewed in Serbia.

The logo had lost its distinctive personality and the task was to rediscover and enhance some of the typographic elements and make more relevant for today.

The brand has over a 100 years of experience in brewing.


Below are initial developments of serif style and overall word shape aiming to create a sense of forwardness and pride.

Designed under the direction of Elmwood Leeds

Illustration by Joe Wilson

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