Coopers Case Study | Cowan

COOPERS BREWERY

Re-Crafting an icon for a new generation.

Refreshing an icon is both an incredible honour and a delicate task. Especially when it comes to a beloved 160-year-old Australian ale house. Coopers Brewery found itself in need of a packaging revamp, marking the first time in history they approached their packaging from a strategic perspective.

Lifting the lid on heritage.

At a time when craft-mania was sweeping the nation, beer businesses were tugging at threads to try and build heritage stories into what were fairly young brands. Coopers, however, had no need for faux-authenticity. Its 160-year heritage ran deep – it was family-owned, masterfully brewed and crafted with a unique, vessel-fermented process. The mission was clear: showcase the genuine heritage and rich provenance that defines Coopers, all while ensuring its relevance to a new generation.

Brewing a modern classic.

To tell the heritage story, we brought our ‘Forever Original’ positioning front and centre. The roundel, the brand’s most recognisable asset, was elevated to work even harder through a strengthened script. We also underscored elements that speak to tradition and process – from a barrel illustration to descriptors proudly stating that Coopers is family-brewed and uniquely can-fermented. In modernising the branding, we created a clear pack structure and hierarchy – making it easy for shoppers to navigate across single bottles, cans, clusters and cartons.

Our new design made its way across the full range of ales, on premise taps, signage and ATL campaigns. Cheers to that!