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Refreshing Tassie’s favourite draught

Cascade Draught is Tasmania’s favourite draught beer. And why wouldn’t it be? Brewed in the iconic Cascade Brewery in Hobart, the oldest in the land, it has a heritage dating way back to 1824.

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.

Past to present

Fluid is excited to present Cascade Draught, featuring the revitalised beer brand’s best-loved attributes: the classic white brand on label and can. We sought to create a modern interpretation that paid homage to the past, yet refreshed the brand relevance for today.

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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 revitalised packaging range rolled off bottle shop shelves and bars around Tasmania in January 2015.