Classic Packaging

Cascade Draught is one of Tasmania’s most popular largers. In a state that’s known to be fiercely loyal to their local brands, there's heated competition between CUB’s Cascade Brewery Co. and Lion’s James Boags.

– Packaging
– Identity
– Brand Strategy

Challenge

Considered a Tasmanian classic, Cascade Draught had undergone several redesigns, with each new pack adding and losing something along the way. Cascade's vocal fanbase was calling for a return to form, a return to the classic beer that they remembered; a white can of golden lager. The challenge was that after years of building dark green as a distinctive brand asset, a design that lept backwards to white would be unrecognisable to more casual drinkers.

Solution

Instead of revolutionising the pack design away from its core assets, Fluid aimed to retain the most distinctive brand assets while reintroducing white accents and other lost heritage elements. Based on architectural details of the historic Cascade Brewery, Fluid ensured that the new design felt connected to the provenance of the brand without losing its mainstream appeal.

Outcome

Fans celebrated the redesign, with regional media running articles on the change and locals posting to social media to express their pleasure with the return to the white can. Better Homes and Garden's featured the beer at number 6 on their 15 Best Beers in Australia list.

Fluid demonstrated a clear understanding of the brief and has delivered a brand and packaging solution that resonate with today’s consumers. The team delivered the work in a cost-effective and efficient manner, which allowed us to be in market over the critical peak selling period. They identified the perfect balance between incorporating authentic iconography and making the designs relevant to today.

Andre Krogh, Senior Brand Manager — Cascade Brewery/ Craft/CUB

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