Carlton Dry Drygoods

DryGoods is a freestanding fashion label extending Carlton Dry into a new category that speaks to the next generation of beer drinkers. Designed to encourage expression and escapism with garments that are built to last, and delivered in limited release drops.

We were engaged by Asahi Beverages to create a new brand focussed at a Gen Z audience. Starting with naming workshops to explore the broad range of possible brand territories, we then developed the chosen name—DryGoods—into a stand-alone apparel brand. The brand will carry signature core apparel and merchandise lines, as well form a housing template for future artist collaborations.

Brand Identity

Brand Guidelines

Typography

Packaging

Merchandise