Design agency Bonney Creative worked with Asahi Premium Beverages on a project to launch a range of alcoholic ciders which champion Aussie ingredients.
"The vision from the outset was clear – we were not creating another boutique, hand-picked or artisan range that adds to the category clutter," Bonney Creative director Amber Bonney said.
"The brief focused on quality Australian ingredients, large-scale contemporary brewing processes, and distinctive flavours."
Labels for The Cider Lab bottles feature iconic varietals of Royal Gala, Packham Pear, and Pink Lady.
The surrealist inspired mixed-media montages express the individual stories behind each of the fruits through hand-drawn illustrations.
For example, the Pink Lady is affectionately referred to as the ‘Queen of Apples’ and the founder of the Packham Pear is an avid bee keeper.
The flavour profile system displayed on the bottle neck is designed to help shoppers easily choose the cider specific to their personal tastes based on sweetness and tartness indicators.
"This insight-driven solution addresses some of the key barriers to the complex and crowded cider category – helping people shop by taste and association with iconic fruit varietals they know and love," Bonney said.
