Carlton and United Breweries approached us to refresh the Carlton Mid identity and packaging range.
They wanted to ensure that the parent brand, Carlton Draught, lead the communication heirachy. We also took the opportunity to re-introduce some of the lost traditional beer cues into the label, carton and point of sale.
Upon completion, the brand refresh was then launched to a national audience through a comprehensive endorsement program, national sport partnership and advertising campaign.
One of the largest components of the relaunch was a sponsorship of the One Day International Cricket series.
As part of this sponsorship we were asked to develop a range of game specific items including the series' cricket stumps for use over the course of the sponsorship deal.
