Foster’s revamps Carlton’s brand identity
Foster’s has unveiled a new brand identity for Carlton & United Breweries, shortened CUB’s name to Carlton United Brewers, and has launched the new slogan, ‘Raised in friendship’.
The word ‘breweries’ was replaced with ‘brewers’ to reflect the people who work for the company rather than the buildings in which they work.
And the ‘U’ in the CUB logo has been raised to emphasise the word ‘united’ and denote a glass of beer raised in friendship, according to the company.
Foster’s Group CEO John Pollaers said: “What this name change reflects
is our belief in community, in people, in the occasions where beer helps bring people together. Beer is at the heart of so many significant occasions in Australian life.”
“We believe – with a passion – that if a whole lot more people raised a beer in friendship the world would be a better place,” he added.
When a brand is this old the nostalgia takes a long time to wear off for me.
It’s good, but I’m not sure if this new iteration will stay for 100+ years like the old classic. Anyone else need a beer?
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Expensive to change all the signs and taos everywhere. What is the payback period?
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CUB….The Bears in Gay World are gonna love this
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Nice update. Will their be an ad campaign?
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Why update? Such a great strong brand, does it really need to evolve like this?
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I dont see the need for the rebrand- You run the risk of losing your loyal audience in the futile search for the “young hip crowd”..
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Loved the old logo, this one looses all the heritage and looks like a GSK or pharma brand. Bad move!!!!hate it!!!
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