Carlton Draught launches refreshed logo and adds trivia quiz under its bottle caps
Carlton Draught has refreshed its brand logo and will now feature trivia questions under its bottle cap. The beer brand worked with design studio What Came Next for the logo refresh and sourced questions from Melbourne-based firm Quiz Meisters.
Carlton Draft claims that “only true Aussies will know the answers” to the questions under its bottle caps. Some of the sample questions include: “Farrokh Bolsara was better known by what name?” and “Which ABC TV show celebrated 50 years on air in 2016?”
Quiz Meisters’ Peter Curry, Brydon Coverdale, Ben Cardwell
Speaking about the approach driving the bottle cap questions, Pete Curry co-founder of Quiz Meisters said: “Our trivia is about mates getting together and showing each other how many useless facts they know.
“We generate weekly banter and healthy competition. Quiz Meisters believe that question writing is an artform. The result is instant trivia at the twist of the wrist.”
The logo for the beer has been updated with the ‘Brewery Fresh’ signature highlighted, a strain of barley added and the Clydesdale horses pushing forward.
Speaking about the revised logo, Glenn Kiernan, creative partner, What Came Next said: “We needed to evolve the Carlton Draught branding, but not change it to the extent we lost those who have grown up with the iconic logo. We want to attract the next generation of adults to enjoy Draught.”
Speaking about the logo change and the trivia under the cap initiative, Carlton Draught marketing director Juan Uranga said: “We’ve stood the test of time, and that is because we’re about fresh beer. Nothing more, nothing less.
“A beer shared with mates is the best kind of beer. Our consumers told us we needed some new pub trivia, so we went to the best quiz masters in Australia, at the same time taking the opportunity to make a few subtle changes to our packaging.”
Credits:
Packaging design – What Came Next, Sydney
Trivia questions – Quiz Meisters, Melbourne
What the hell is “brewery fresh” meant to mean anyway? ‘When this bottle or keg or can left the brewery it was fresh.’ How comforting.
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