One of Australia’s most popular beers has rolled out a fresh visual brand identity in collaboration with design agency Co-Partnership.
Carlton Dry is targeting a wider audience with the refresh while aiming to offer drinkers more opportunities to moderate with its 3.5% offering.
Carlton-Asahi Beverages Marketing Manager, Jessica Johnson, said the branding paves the way for growth.
“The strategic decisions behind Co‑Partnership’s work have given us not only a modern expression of Carlton Dry’s crisp, ultra smooth refreshment, but also the brand tools for a future of growth,” Johnson said.
Co-Partnership described the rebrand as a fresh new look.
“The Aussie beer brand needed a contemporary evolution that would retain its easy-drinking relevance while appealing to a broader range of beer lovers,” it said.
“Co-Partnership’s work establishes a fresh new brand platform for Carlton Dry, reinforcing the brand’s positioning as a crisp, smooth, and approachable choice for today’s beer drinkers.
“Designed to slot into modern social occasions from the pub to the barbecue, the new identity empowers the brand with cut-through consistency to engage consumers across physical and digital touchpoints.”
Many of the brand elements have been retained, such as the horse head and typography while others have been refined to retain brand recognition and inject fresh energy, according to the case study by Co-Partnership.
“A key element of the refresh is the introduction of a brand lockup that integrates existing assets into a unifying emblem, one that can flex across products, formats and comms to enhance Carlton Dry’s distinctiveness at scale,” it said.
“Co-Partnership also collaborated with the brand on a digital out-of-home campaign to build awareness and consideration for Carlton Dry 3.5%, Australia’s No.1 new beer brand as of late last year.
“The brand’s refreshed look turned up in cut-through motion design enticing hot consumers with ice-cold, bouncing product – a contemporary expression of Carlton Dry’s new brand personality.”
The agency showcased Carlton Dry 3.5% across Sydney’s busiest locations during peak summer months.