The Cider Lab is a not just another cider!
The vision from the outset was clear – “we are NOT creating another boutique range that adds to category clutter” – the brief focused on quality Australian ingredients, large-scale contemporary brewing processes and distinctive flavours.
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 that supplies The Cider Lab with its fruit and is intentionally raw and natural to speak about the product’s honesty.
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.
The project scope included category and product research, naming, design strategy, identity workshops, illustration, copywriting, packaging, brand blueprint and communication design.