Bringing a “green” beer to market required an incredible level of commitment and responsibility from the Cascade Brewery. After first reducing the brewery’s environmental footprint, the full lifecycle of the greenhouse gas emissions associated with Cascade Green – from the picking of the hops to putting it
in the recycling bin—are offset, meaning the net impact of the emissions for the beer is reduced to zero. Cascade Green also went through the rigorous accreditation process required to achieve Australian Government Greenhouse FriendlyTM certification through the Department of Climate Change. We also needed to be conscious about minimizing its carbon footprint where possible through our own involvement with the brand.
The project included brand strategy, naming, and tone of voice, through to packaging, point of sale, and merchandise design. When designing the packaging, the objective was to, where possible, minimize the carbon footprint. For instance two-color biodegradable vegetable inks were used in order to reduce the amount of ink applied, which also adds to the raw and natural design style of the packaging. And wherever possible materials were selected based on their recycled content, including the 100 percent recycled stock for use of the point of sale materials and cartons.