In a bid to drive brand stand out and differentiation against an extensive backdrop of cider brands, Westons Cider turned to BOS for a new on-trade packaging design.
Ian Lewis, head of marketing at Westons Cider, said the brand was “keen to evolve it’s packaging to reflect both its core credentials and premium position within the UK cider market”.
He added: “Throughout the course of the redesign project BOS have worked collaboratively with both our suppliers and research agency attending both research groups and proofing sessions. This has allowed us to ensure that the correct colour set was selected for all of the different substrates and that the end design meets the needs of our consumers.”
BOS creative director, Andy Willingham, commented: “Our brief was to evolve the packaging to better represent the brand’s premium-mainstream positioning and increase presence on shelf. Letterforms, cider press illustration and the use of black were to be retained for consumer recognition. We simplified the design, focussing on the cider press image and introduced fresh golds and tactile finishes to increase quality perception.”
The new design references the brand message ‘Slowly matured for a little extra character’ which appears in the new Stowford Press through-the-line campaign. The new look is currently being rolled out to bars and grocers nationwide in the UK.