Carlton Draught

Rebranding one of the nation's most iconic beers.

Carlton Draught has been enjoyed by Australians for over 150 years. Originally brewed under the name Carlton Ale back in 1864, the brand has stood the test of time but needed to evolve to resonate with today’s audience while respecting its heritage.

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Carlton Draught

In the 19th Century, the sight of Clydesdales horses transporting Carlton beer through the streets of Melbourne soon became synonymous with the brewery. So much so, memories of this still hang framed on pub walls across the nation. Hence it was important that this rich and emotive past was captured in the Carlton visual iconography.

The brand needed to be modernised to appeal to the next generation of Australian drinkers but it also had to be timeless, imbue quality and use traditional cues which would allow it to sit comfortably within the classic beer portfolio. To ensure the brand remained relevant we redefined a tone for communications through typography and content which allowed it to stand out within the market.

With its close ties to the AFL it also needed to proudly cut through within stadiums and on team focused, targeted activations. The redesign allowed Carlton Draught to be ‘remixed’ without losing its identity, ensuring a sense of strong affiliation and passion from the fans.

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Carlton & United Breweries

Alcoholic Drinks

Brand Creation
Brand Strategy
Packaging Design
Brand Identity
Brand Activation
NPD/Limited Edition


Carlton Draught
Carlton Draught
Carlton Draught
Carlton Draught
Carlton Draught
Carlton Draught