Scaling a Multi‑Brand Design System at Carlsberg

Malty was created to support Carlsberg Group’s growing ecosystem of digital products across multiple brands and markets. What started as a need for visual consistency quickly became a scalability challenge: teams were designing similar solutions in parallel, with increasing fragmentation and design debt. Malty evolved as a multi‑brand design system that aligned product teams around shared principles, components, and patterns, while still allowing each brand to express its own identity.

Malty reduced duplication across teams, accelerated delivery, and created a common design language across Carlsberg’s digital landscape. Product teams gained a reliable foundation to build faster and more consistently, while the organization benefited from improved coherence, maintainability, and long-term scalability across brands and platforms. Success metrics Adoption: Legacy products are progressively migrating core components, while new products are built fully on Malty. Quality: UI-related support tickets decreased by 38%. Team satisfaction: 84% of designers and developers rated Malty as highly effective for daily work.