We've Got A Case Of Wanderlust Thanks To Coopers Australian IPA
by Chloe Gordon on 05/06/2021 | 2 Minute Read
Coopers Brewery has released their 2021 Limited Edition Australian IPA with packaging designed by TABOO. When I think of the land down under, the colors that come to mind are those exact shades found on this artfully crafted can: sandy tan, the hues of a clear sky, juicy orange, and a sunny yellow. Not only is the color palette inducing of a case of wanderlust, but look closely, and you'll find that they make up an abstract Australian landscape scene. It might currently be moving into winter in the Southern Hemisphere, but this Australian IPA makes me think that the second you crack open one of these beers, you'll be instantly transported to a hot and luxurious beach town with your toes buried in the sand.
Following on from the successful launch of Hazy IPA in 2020, Coopers Brewery have released their 2021 Limited Edition brew, Australian IPA, in a continued effort to drive brand recruitment from a more progressive audience.
For the second year in a row, TABOO have been engaged to design the brewery’s latest NPD, this time drawing on the strength and beauty of the Australian outback landscape for inspiration.
Nick Jamieson, Executive Creative Director of TABOO says, “The Coopers limited-edition releases are fast becoming a highly anticipated moment in the Australian craft beer calendar. Once again it’s a huge privilege to continue our work building out a design construct across the family of Coopers NPD brews.”
Coopers Director of Marketing and Innovation, Cam Pearce, adds, “After the great success of our XPA and Hazy IPA through the NPD program, we’re excited to see Coopers Australian IPA limited release on shelves and on taps around the country. Unmistakably a Coopers ale, TABOO have done an excellent job with a distinctive roundel label, set amongst an eye-catching landscape design inspired by Australia’s iconic red desert core landscape – a symbol of our nation’s natural strength and resilience.” Coopers Australian IPA launches at all good locals now.