Description:

Du Cane is a brewery located in Launceston, Tasmania. Brainchild of brewer and guide, Will Horan, the brewery is inspired by the rugged Du Cane Ranges, and the moments experienced on (and off) the trails.

Wishing to meet growing local demand, Du Cane sought a rebrand, one that would not only consolidate their existing range and introduce the brewery, and its story, to the world, but pay strict reverence to the Du Cane Ranges, guide/walking culture, and their Tassie roots.

But how do you grow from a nanobrewery without losing your Tassie roots? To invite the world into Du Cane whilst minimising the footprint out in nature? To grow Du Cane whilst keeping the brewery staunchly localised?

The result is an identity 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. Colour played an essential role in conveying this story and projecting the drinker into the world of Du Cane. Each touchpoint reflects a different journey, with colours matched to the varietal and the environment best drunk in. Colours, such as ‘woolly socks purple’, ‘king billy green’, ‘lichen red’, buttongrass yellow’, ‘fleece blue’, ‘boardwalk beige’ and ‘burnt wood black’, are directly inspired by passing landscapes and guide/outdoors culture (and vintage fashion).

On the crowded craft beer industry fridge shelf, Du Cane’s minimalist colour profile and deep connection to the outdoors has been embraced by locals and seen them grow (just the right amount) into the wider Australian market.