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. 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 land and nature artists, concrete poetry and calligrams, exploration journals, hut visitation logs, guide etiquette, and the tangible moments experienced along the journey.

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