Du Cane Brewing Co.
Giving a national spotlight to hyper-local culture and stories.
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.
Food & Beverage Brand Identity Brand Voice Packaging Illustration
Du Cane Brewing Co.
Giving a national spotlight to hyper-local culture and stories.
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.
Food & Beverage Brand Identity Brand Voice Packaging Illustration
Du Cane Brewing Co.
Giving a national spotlight to hyper-local culture and stories.
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.
Food & Beverage Brand Identity Brand Voice Packaging Illustration
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.
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.
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.
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.
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.
“The new brand and design has been critical in giving us more impact on shelf and growing our sales. It cuts through the ‘chaos’ of craft beer branding with its quietness and serenity by reinforcing our bushwalking heritage and positioning.”
— Sam Reid, Du Cane Co-owner
“The new brand and design has been critical in giving us more impact on shelf and growing our sales. It cuts through the ‘chaos’ of craft beer branding with its quietness and serenity by reinforcing our bushwalking heritage and positioning.”
— Sam Reid, Du Cane Co-owner
“The new brand and design has been critical in giving us more impact on shelf and growing our sales. It cuts through the ‘chaos’ of craft beer branding with its quietness and serenity by reinforcing our bushwalking heritage and positioning.”
— Sam Reid, Du Cane Co-owner
What happened next…
1 prestigious award
won at Australia’s 2023 Beer and Brewer Awards: “Best New Brewery”.
Followers up 683%
on Instagram after the new brand’s launch.
Turnover up 4,185%
the year after the new brand’s launch.
$2.8m venue
built following the new brand’s launch — the 1,500m2 former good store now serves as Du Cane’s brewpub.
Credits
Recognition
A big thank you to Will, Sam and the rest of the team at the Du Cane Brewing Company — we appreciate you showing us the local trails, and trusting us to go a bit off-track.
Storytelling
Daniel St Vincent
Design
Jason Little, Jo Roca, Georgia Urie, Dash O’Brien-Georgeson
Account
Alice Keeble, Monique Tadrous
Collaborators
3D Render Animation – Andres Mauricio
Illustration – Sam Lyne
Photography – Will Horan
Typefaces
Surt – Blaze Type
GT Cinetype – Grilli Type
Awards
AGDA
Awards
Pinnacle – Packaging
Merit – Brand Identity (Small Business)
Merit – Writing for Design
Best Awards
Finalist – Packaging
Finalist – Small Brand Identity
Finalist – Colour
Transform Awards
ANZ
Gold – Best Visual ID (Food and Beverage)
Bronze – Best Tone of Voice
Credits
Recognition
A big thank you to Will, Sam and the rest of the team at the Du Cane Brewing Company — we appreciate you showing us the local trails, and trusting us to go a bit off-track.
Storytelling
Daniel St Vincent
Design
Jason Little, Jo Roca, Georgia Urie, Dash O’Brien-Georgeson
Account
Alice Keeble, Monique Tadrous
Collaborators
3D Render Animation – Andres Mauricio
Illustration – Sam Lyne
Photography – Will Horan
Typefaces
Surt – Blaze Type
GT Cinetype – Grilli Type
Awards
AGDA
Awards
Pinnacle – Packaging
Merit – Brand Identity (Small Business)
Merit – Writing for Design
Best Awards
Finalist – Packaging
Finalist – Small Brand Identity
Finalist – Colour
Transform Awards
ANZ
Gold – Best Visual ID (Food and Beverage)
Bronze – Best Tone of Voice
A big thank you to Will, Sam and the rest of the team at the Du Cane Brewing Company — we appreciate you showing us the local trails, and trusting us to go a bit off-track.
Storytelling
Daniel St Vincent
Design
Jason Little, Jo Roca, Georgia Urie, Dash O’Brien-Georgeson
Account
Alice Keeble, Monique Tadrous
Collaborators
3D Render Animation – Andres Mauricio
Illustration – Sam Lyne
Photography – Will Horan
Typefaces
Surt – Blaze Type
GT Cinetype – Grilli Type
Recognition
Awards
AGDA
Awards
Pinnacle – Packaging
Merit – Brand Identity (Small Business)
Merit – Writing for Design
Best Awards
Finalist – Packaging
Finalist – Small Brand Identity
Finalist – Colour
Transform Awards
ANZ
Gold – Best Visual ID (Food and Beverage)
Bronze – Best Tone of Voice
Menu
Menu
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity