AB InBev-owned Carlton & United Breweries (CUB) has launched Strongbow Blossom Rosé Sparkling Apple Cider, featuring brand design by Denomination.
In a move to bring excitement into the cider category in Australia, Denomination’s design aims to appeal to drinkers who usually enjoy white wine, cocktails or sparkling wine.
Denomination approached the design by homing in on the product’s central ingredient, apples, to establish cider cues as the main feature.
The chosen core colour of dusty pink mirrors the liquid colour and seeks to allude to the light and not overly sweet taste of the cider itself.
Although disrupting the cider market was central to both the taste and design, Denomination worked to a brief that maintained a clear connection with the current Strongbow brand, yet elevating it to attract new consumers.
A six-pack format was selected as ideal for socialising with friends. Because the product is new, Denomination sought to ensure synergy between the label and the cluster packaging to build recognition of the brand’s assets.
CUB marketing manager Paige Dawes said: “Denomination perfectly captured the elegance and femininity that we were trying to achieve through the packaging of Strongbow Blossom Rosé Sparkling Apple Cider.
“The beautiful blossom illustration elevates the premium cues of the brand while creatively linking it to the cider category. The finished product speaks volumes about the talented eye for design that the team at Denomination possesses.”
Denomination CEO Rowena Curlewis added: “We worked towards ensuring the final printed packs did the design justice, as the intricacy, warmth and depth of colour in the illustration and throughout the packaging was so specific.
“The reaction to our design for Strongbow Blossom Rosé Sparkling Apple Cider has been so strong in both consumer research and with trade, that we believe it has the potential to positively impact the growth of the parent brand.”
Strongbow Blossom Rosé Sparkling Apple Cider is currently rolling out in retailers across Australia.
© FoodBev Media Ltd 2020