Carlton Dry

Carlton Dry is Australia’s second largest beer brand. With its approachable palate and sessionability, the brand appeals primarily to men aged 18 to 45. Carlton Dry was redesigned by Denomination in 2016 to be made more contemporary and to further enhance its strong branding assets of the its horse and navy/silver colour palette.

Carlton Dry, Australia’s second largest beer brand, wanted to launch a mid-strength can primarily for outdoor music festivals. These festivals are attended primarily by 18 to 28 year olds and Carlton’s aim was to be the number 1 selling beer at the festivals, as well as introduce new consumers (both male and female) to the Carlton Dry brand.  

Denomination’s solution was to utilise the silver substrate of the can and overprint graphics in navy and white to replicate the parent brand’s colour palette. The distinctive asset of the horse was significantly enlarged so that it would appear prominently in the hands of consumers, thus encouraging brand recognition and subsequent trial. A groovy, musical wave pattern was introduced to fit the mood of the outdoor musical festivals.