Over a decade of Fluid
Fluid has worked with the iconic Cascade Brewery for well over ten years, and in the past introduced the iconic “tassie tiger” to the Cascade Draught visual language. “The tigers were considered off limits when we first worked on draught back in 2004,” explains Fluid’s Clifton Daniell. “However, they are an important part of the overall Cascade Brewery brand architecture and we believed they could play a role on the new draught beer range of cans and bottles.”
Back to the future
When Cascade Brewery asked Fluid to refresh Cascade Draught, we began the project by researching the brand’s long history – with special attention to how it had changed in recent times. What we discovered was that the retro ‘white’ look of draught from the 1970’s was very popular on social media and there were calls by fans of the beer to return to this iconic look. We knew however, that it was risky to simply retro-fit the current brand language to the distant past. Instead we sought and created a modern interpretation that paid homage to the past, yet refreshed the brand relevance for today.