Foster’s Cascade lager is refreshing its image down under with the help of global brand and design consultancy Landor Associates.
The fiercely Australian packaging features the brand’s iconic Tasmanian tiger with a contemporary twist, as part of an intensive strategic programme by Landor and Cascade to position the product within the Australian premium beer market.
Ben Summons, Foster’s Group marketing manager says, ‘The challenge was to make the Cascade brand more contemporary, premium and unified in visual identity. Landor was not only involved with the packaging and visual identity across the range, but was also heavily involved with brand repositioning work. This involvement with the total brand from start to finish made the difference and delivered an outstanding result.’
Michael Graham, Landor’s managing director says, ‘The Cascade brand team has a great vision for its brand and its business. Our partnership demonstrates the way we have tapped into our creativity to deliver commercial impact.’
Cascade Premium Lager, Premium Light and Cascade Blonde are available now.