Du Cane Brewing Co.

Give a national spotlight to hyper-local culture and stories

Du Cane is a brewery located in Launceston, Tasmania. Brainchild of brewer and Overland guide, Will Horan, and his mates, the brewery is inspired by the rugged Du Cane Ranges and the unique moments experienced on (and off) the trails. Once just a side-gig, Du Cane sought to grow (just enough) from its in-the-know secret brewery status to meet growing local demand.

Food & Beverage Brand Identity Brand Voice Packaging Illustration
To beer or not to beer?

How do you grow from a nanobrewery without losing your Tassie roots? To introduce Du Cane to the world without bringing too much of the world into Du Cane? To not reveal Tassie secrets, but share enough Tassie secrets to be interesting? To be on the taps of a few Launnie pubs to being on the taps of just a few more Launnie pubs? Our challenge was to grow Du Cane without appearing to grow Du Cane, and keep the brewery staunchly localised — whilst inviting outsiders in.

When nature calls

We created an identity that was inspired by the Ranges and local guide/walking culture, inviting the drinker into the world of Du Cane. This identity is designed to capture and pay tribute to the unique geography and moments experienced on and off the Du Cane trails. Paying homage to some of our favourite nature artists, guide culture, and the outdoors, we aim to project the drinker into the world of Du Cane — as if they were there experiencing it for themselves alongside Will and his mates. Using Will as our literal guide, each touchpoint reflects a different journey, the varietal matched to the environment best drunk in. The logotype embodies a mountain range; varietal lockups are inspired by trig points; colours reflect the environment and vintage guide clothing; illustrations are journal sketches of landmarks; and language pays homage to environmental artists, guide etiquette, and the tangible moments experienced along the journey.

“The new brand and design has been critical in giving us more impact on shelf and growing our sales. It cuts through the ‘chaos’ of craft beer branding with its quietness and serenity by reinforcing our bushwalking heritage and positioning.”

— Sam Reid, Du Cane Co-owner

1 prestigious award

won at Australia’s 2023 Beer and Brewer Awards: “Best New Brewery”.

Followers up 683%

on Instagram after the new brand’s launch.

Turnover up 4,185%

the year after the new brand’s launch.

$2.8m venue

built following the new brand’s launch — the 1,500m2 former good store now serves as Du Cane’s brewpub.

Credits

Recognition

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Storytelling
Daniel St Vincent

Design
Jason Little, Jo Roca, Georgia Urie, Dash O’Brien-Georgeson

Account
Alice Keeble, Monique Tadrous

Collaborators
3D Render Animation – Andres Mauricio
Illustration – Sam Lyne
Photography – Will Horan

Typefaces
Surt – Blaze Type
GT Cinetype – Grilli Type

Awards
AGDA


Pinnacle – Packaging


Merit – Brand Identity (Small Business)


Merit – Writing for Design





Transform Awards


Gold – Best Visual ID (Food and Beverage)


Bronze – Best Tone of Voice



Best Awards


Finalist – Packaging


Finalist – Small Brand Identity


Finalist – Colour

Acknowledgement of Country

Acknowledgement of Diversity


© 2024

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