Beer from the unbeaten path
Du Cane is a brewery located in Launceston, Tasmania. Brainchild of brewer and Overland guide, Will Horan, and his mates, the brewery is inspired by the rugged Du Cane Ranges and the unique moments experienced on (and off) the trails. Once just a side-gig, Du Cane sought to grow (just enough) from its in-the-know secret brewery status to meet growing local demand.
To beer or not to beer?
How do you grow from a nanobrewery without losing your Tassie roots? To introduce Du Cane to the world without bringing too much of the world into Du Cane? To not reveal Tassie secrets, but share enough Tassie secrets to be interesting? To be on the taps of a few Launnie pubs to being on the taps of just a few more Launnie pubs? Our challenge was to grow Du Cane without appearing to grow Du Cane, and keep the brewery staunchly localised — whilst inviting outsiders in.
When nature calls
We created an identity that was 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. Paying homage to some of our favourite nature artists, guide culture, and the outdoors, we aim to project the drinker into the world of Du Cane — as if they were there experiencing it for themselves alongside Will and his mates. 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 environmental artists, guide etiquette, and the tangible moments experienced along the journey.
Executive Creative Directors – Jason Little, Jo Roca
Designers – Georgia Urie, Dash O’Brien-Georgeson
Storyteller – Daniel St Vincent
Account Handlers – Alice Marrows, Monique Tadrous
Designers – Georgia Urie, Dash O’Brien-Georgeson
Storyteller – Daniel St Vincent
Account Handlers – Alice Marrows, Monique Tadrous
Illustration – Dash O’Brien-Georgeson
Motion – Atsaya Gabiryalpillai, Dash O’Brien-Georgeson
Collaborators
3D Render Animation – Andres Mauricio
Illustration – Sam Lyne
Photography – Courtesy of Will Horan and Du Cane Brewing Co
Typefaces
Motion – Atsaya Gabiryalpillai, Dash O’Brien-Georgeson
Collaborators
3D Render Animation – Andres Mauricio
Illustration – Sam Lyne
Photography – Courtesy of Will Horan and Du Cane Brewing Co
Typefaces
Surt – Blaze Type
GT Cinetype – Grilli Type
GT Cinetype – Grilli Type
