Dragon Rouge commissioned Chris Mitchell to develop and craft a new elephant brand illustration for the classic Carlsberg Elephant beer brand. The new dramatic and engaging elephant illustration plays a key role in helping to reinforce the Carlsberg brand by projecting a meaningful, real brand icon rather than a simple graphic element. Elephant beer is a refreshing lager with high levels of taste, offering a unique and exotic experience. Launched in 1959, a time where Danish design, architecture and crafts achieved great international success.