The cider labINSIGHT:
The Cider Lab wanted to stand out from the clutter rather and then being just another alcohol brand on the shelf. They really want to highlight the quality of the Australian ingredients, large-scale contemporary brewing processes and distinctive flavours. The vision from the outset was clear – “we are NOT creating another boutique range that adds to category clutter”
STRATEGY:
The visual identity reflects the character of the varietals – Royal Gala, Packham Pear and Pink Lady. The surrealist inspired mixed-media montages are an expression of the stories behind the different fruits and hand-drawn illustrations tell of the brewing process. The heroic fruit and tree imagery was captured at one of the beautiful Australian orchards.
SOLUTION:
The unique flavour profile system displayed on the bottle neck is designed to help shoppers choose a cider specific to them. This insight-driven solution addresses the key barriers to the complex and crowded category – helping consumers shop by taste and association with fruits they know and love.
