Carlton Dry, Australia’s leading low-carb, full-strength beer, has been a firm favourite on home shores with drinkers for nearly a decade. However, over the last few years, consumers’ tastes have been changing — moving from traditional classic beers and wines to new offers such as Seltzers and pre-mixed RTDs. Carlton & United Breweries, a subsidiary of Asahi Beverages, wanted to bring new news and interest to the Carlton Dry brand with the launch of a range of easier drinking, less bitter and fruitier tasting range of fruity beers to connect with consumers looking for something a bit different.
Being a classic contemporary brand with the new range it was important to create a brand expression that felt modern and dynamic. Clean geometric flavour abstractions were used to create a new graphic language to help move the brand forward into a new space. Each flavour in the collection features a different pattern/design structure that delivers an impactful and contemporary appeal to a new drinker. The design system allows the brand to own a new visual language that expands across other brand touchpoints from digital comms to merchandise whilst still featuring the core brand blue for recognition.
The range includes three flavours, each developed with refreshment for the Australian climate in mind; Juicy Mango — featuring a balance of light sweetness and slight acidity; Zesty Lemon — a crisp and refreshing low-carb beer perfect pairing for spicy food; and Tropical Passionfruit — a sharp and refreshing beer with subtle sweetness. All three are now available in bottle shops throughout Australia in cans, 4x packs and 24x cartons.
- Agency/Creative: WhatCameNext_
- Article Title: Carlton Dry Quenches with New Fruity Beer Range
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: WhatCameNext_
- Market Region: Oceania
- Project Deliverables: Brand Creation, Brand Design, Graphic Design, Packaging Design
- Format: Can
- Industry: Food/Beverage
- Keywords: Beer Branding, Beer Design, Fruity Beer, Beer