Carlton Draught: Heritage Branding & National Campaign Rollouts
The Brief
As one of Australia’s most iconic and "made from beer" brands, Carlton Draught requires a level of technical stewardship that honors its long heritage while performing across modern media. I partnered with the creative team at WhatCameNext_ to provide the essential technical finished art for this Carlton & United Breweries (CUB) staple, bridging the gap between their high-level creative direction and a flawless physical rollout.
The Challenge
Managing an iconic brand means maintaining absolute consistency across vastly different formats. From the small surface of a bottle label to the massive proportions of a 24-sheet billboard. Working alongside WhatCameNext_, my challenge was ensuring the "Carlton Red" and gold heritage assets remained vibrant and color-accurate across all substrates, while navigating the strict regulatory requirements of alcohol advertising in Australia.
Technical Focus & Deliverables:
Large-Format OOH Production: Technical file setup for national billboard campaigns, ensuring high-resolution clarity for long-distance viewing.
Packaging & Retail Rollout: Expert management of dielines and pre-press for primary and secondary packaging, including cans, bottles, and multi-pack cartons.
Brand Asset Management: Preserving the integrity of the iconic draught horse and cart logo and typography across digital and physical touchpoints.
Agency Partnership: Working as a seamless technical extension of the WhatCameNext_ creative team to ensure a zero-error production phase.
