Carlsberg NOX is a new, premium Carlsberg sub-brand for nightlife drinking that launched first in Poland. Design collective Safari Sundays designed the packaging, naming and visual identity for the brand. Safari created a visual system beyond the packaging that would become a signpost for the most unforgettable nighttime experiences, curated by the Carlsberg brand. The name of the sub-brand and the bold graphic label were inspired by a special hop in the beer called polaris, which also means North Star. The design and branding evoke intrigue and guide beer drinkers in pursuit of the best a night can offer.