Carlton Draught brand refresh

Brand refresh for Carlton Draught

December 19, 2019
By Alana House

Carlton Draught bottles and cans have been given a subtle refresh.

Australia’s number one tap beer, Carlton Draught has been consumed in pubs for more than 150 years. It was only introduced in bottles in 1967.

The Carlton Draught logo has been updated, with the iconic Clydesdales now pushing forward, a strain of barley added to show the quality of our local ingredients and the ‘Brewery Fresh’ signature highlighted.

According to CUB, the logo on the top label is an acknowledgment of the brand’s history, from humble beginnings as a small brew from Carlton, Victoria.

Brand design studio, What Came Next, was tasked with updating the Carlton Draught logo.

“We needed to evolve the Carlton Draught branding, but not change it to the extent we lost those who have grown up with the iconic logo. We want to attract the next generation of adults to enjoy Draught,” said Glenn Kiernan, Creative Partner at What Came Next.

To mark the refresh, the brand has added a series of trivia questions under the bottle cap.

Carlton Draught Marketing Director Juan Uranga said: “A beer shared with mates is the best kind of beer. Our consumers told us we needed some new pub trivia, so we went to the best quiz masters in Australia, at the same time taking the opportunity to make a few subtle changes to our packaging.”

Carlton Draught brand refresh trivia

Melbourne’s Quiz Meisters, including the ABC’s Ben Cardwell and The Chase’s “Shark”, Brydon Coverdale crafted each question.

“Our trivia is about mates getting together and showing each other how many useless facts they know,” said Quiz Meisters Co-Founder Pete Curry.

“We generate weekly banter and healthy competition. Quiz Meisters believe that question writing is an artform. The result is instant trivia at the twist of the wrist.”

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