Refreshing an Aussie favourite
Carlton Dry, one of Australia’s most beloved beers, has rolled out a refreshed visual brand identity in collaboration with specialist drinks design agency Co-Partnership. The Aussie beer brand needed a contemporary evolution that would retain its easy-drinking relevance while appealing to a broader range of beer lovers. The fresh new look will help reinforce Carlton Dry’s status as one of Australia’s most popular beers while offering drinkers more opportunities to moderate via Carlton Dy 3.5%, launched last year.

A relevant new visual brand identity
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.

Contemporising brand assets for fresh energy
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. Signature brand elements, such as the iconic horse head and bespoke typography, have been refined and prioritised to retain brand recognition while injecting fresh energy into the design.

Dynamic motion for a digital world
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 #1 new beer brand as of late last year. The agency showcased the ultimate refreshment of the mid-strength offering across Sydney’s busiest locations during peak summer months. 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.