America’s craft beer revolution has reawakened interest in the world of hard cider, and local, organic and artisanal brews are now being joined on the shelf by mass-produced corporate brands.
For Awestruck, it was an opportunity to stake its claim as an authentic craft cider, challenge consumer perceptions of the category and educate American tastebuds on how hard cider should taste.
To help Awestruck make its point, we created an iconic and communicative brand mark. Blending a bold monogram with a hidden exclamation point, the identity reflects the surprising taste of the cider while reinforcing both the brand name Awestruck and the Hard Cider descriptor.
Launching in New York State in August 2014 we applied the identity across all packaging, the clear colour coding communicates the brand’s unusual range of flavours, which include Hibiscus Ginger and Lavender Hops. Further label graphics, including a taste profiling system, enable consumers to find the cider that’s right for them.
Also appearing on stationary and all promotional items this bold and refreshing identity echoes the brand’s New York State provenance and leaves consumers in no doubt that they’re about to be Awestruck!