Summary
Coopers, Australia’s largest independent brewery, have been quenching the thirsts of beer drinkers with their finely crafted ales, lagers and stout since 1862. Driven by the need to entice a younger, more progressive and more fickle beer drinker into the family fold, Coopers identified the growing popularity of the New England Pale Ale style of beer and decided to put their own spin on it.
Coopers limited edition Hazy IPA was named, designed and launched by TABOO. And in true TABOO style, the bold can and pack broke the Coopers mould with a design that moved away from a single block colour.
The design needed to visually express the unique and distinctive flavour profile: a creamy-mouth feel and citrus notes of mandarin, grapefruit, tangerine and orange. It also needed to clearly communicate its position in the Coopers family of beers, by retaining the size and position of the legacy Coopers roundel. The result is a thing of beauty, to both the eyes and mouth.
The illustrative can design is inspired by the Australian landscape. Abstracted sweeping forms wrap the can as wild coastlines, sweeping hills and sand dunes set against a mandarin-coloured skyline. The colour palette, inspired by the beer’s hazy appearance and citrus flavour notes, is described as late summer in tone.
TABOO launched Coopers Hazy IPA via an OOH and digital campaign across five capital cities, with consumers able to catch a glimpse of the new beer across billboards, hand-painted murals, die-cut special build street furniture and social media.
