Cascade Draught

Revival of a Tassie icon

Branding & Packaging
Beer and Wine

Brief

To rebrand the beer with a focus on achieving a more memorable brand presence across brand, packaging and retail display.

Solution

Fluid is excited to partner with Cascade Brewery to revitalise one of the iconic Tassie beer brand’s best-loved attributes: the classic white brand on label and can. We researched the brand’s history, considering how it had evolved and changed over recent time. The retro “white” look was popular on social media, but it was risky to simply retro-fit the current brand language to the past. We sought and created a modern interpretation that paid homage to the past, yet refreshed the brand relevance for today.

Outcome

The new look of Cascade Draught showcases the rich history of the heritage brewery and the exciting future of beer brewing in Tasmania in a modern way. The fresh range rolled off bottle shop shelves and bars around Tasmania in January 2015.

An agency that demonstrates a clear understanding of the brief and delivers designs that resonate with consumers. The team at Fluid achieved on both fronts and delivered the work in a cost-effective and efficient manner which allowed us to be in market over the critical peak selling period. They found the balance between incorporating authentic iconography and making the designs relevant to today.