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Carlton Dry

helloooo beer...

opportunity

In 2009 Carlton DRY had successfully moved away from being a me too product into a legitimate and desired brand choice amongst youth. Our challenge was to evolve and modernise the brand, without losing its beer authenticity and brewing credibility, and continue to help Carlton DRY become the biggest beer brand in Australia for the 18-24 age demographic.

solution

Given Carlton DRY had started to experience strong growth, it was important to build upon the equities of the previous design. We retained blue as the key brand colour and dramatised the DRY mark by emphasising its bold, chiseled type. The traditional roundel label shape was removed allowing the brand a freedom to express itself across both primary and secondary packaging.

result

In 2013 Carlton DRY continued its significant momentum to become the largest beer in its category in Australia.

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