Asahi Premium Beverages engaged Edison to help innovate within the booming cider category and extend their success beyond Somersby. The result was The Cider Lab, a new-to-world brand positioned as a premium Australian cider that makes taste the hero.
Using behavioural insights, we designed a cider range that demystifies the category through an intuitive flavour profile system, helping consumers shop by sweetness and tartness with confidence. The visual identity celebrated the character of each fruit varietal, transforming orchard provenance into engaging narratives that enriched the brand’s craft credentials. From the Queen of Apples to the Beekeeper’s Pear, the surrealist-style visuals captured imagination and flavour in equal measure.
The Cider Lab stands as a category-smart solution; innovative in format, meaningful in story, and designed to shift how Australians choose and enjoy cider.
