Alcoholic Cider was once a behemoth, fuelling large-ish evenings and summer picnics with its easy-drinking apple tartness that crept up behind you a little too quickly.
In recent times, its popularity has waned due to the emergence of other easily consumable alcoholic options such as seltzers and ready-to-drink lemon beverages.
Strongbow, a leading cider brand, has undergone a significant rebranding effort in response to this trend. The black and gold can design that has remained unchanged since the cider's inception in 1960 has received a modern update by design agency Otherway. The new design showcases the brand's core elements with refined details and bright color blocking rather than patterned accents and graphic details.
The new design, will launch in the UK this summer along with a new flavour. The packaging still features the iconic archer logo at its centre, and the typography remains consistent, but the entire range will sport a vibrant new colour scheme.
Strongbow's rebranding aligns with the ongoing trend of simplicity in the broader beverage marketing space. Independent drinks featuring colourful and inviting cans are gaining popularity, and Strongbow's "sunnier" direction caters to changing tastes, particularly for summer drinks
On the other end of the spectrum is Temperance, an extremely elevated cider in elegant etched glass bottles that wouldn't be out of place in a spirits brand.
Why so elevated?
Information about the brand claims that their approach to cider making is a longer one. Using traditional methods, the apples undergo pressing and fermentation for several weeks to create a cider that boasts a rich assortment of natural flavours. Afterwards, the cider is aged in oak barrels, resulting in a well-balanced and velvety texture. The brand takes pride in their commitment to traditional cider-making techniques, ensuring that their product is devoid of artificial flavours, additives, or preservatives.
Befitting the painstaking liquid creation the bottles, labels and subsequent brand identity have been well considered with elegant type use and colour choices.
The bottle has a unique shape inspired by an apple and an old potion, designed to be visually appealing and to reflect the brand's artisanal and exclusive image. Made of high-quality glass and has a sleek and stylish design aimed at more “sophisticated drinks at home or social gatherings”.
Definitely two very different approaches to cider.
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