Responses by Marie-Pier Gilbert, art director, lg2
Background: The Producteurs de cidre du Québec is an association whose mission is to bring Québec cider producers together to promote their collective interests, and to develop and promote Québec cider. The purpose of the identity redesign was to better reflect the dynamic nature of the association’s members and help them promote and develop new types of cider over the next few years. Their target was mostly composed of people in Québec between the ages of 18 and 34 who drink alcohol.
Reasoning: During our research, we found that there are five different types of cider. This is something that isn’t really advertised to the public, but it can help them become more familiar with the world of cider. This aspect became the center of the creative solution we proposed. We wanted to create a brand that was both playful and educational in order to democratize cider.
Challenges: The brand needed to represent all the members of the association even though their approaches vary greatly, from the traditional and artisanal to the more edgy and adventurous. This is also true when it comes to the types of cider. The identity needed to be flexible enough to reflect all the subtleties and richness of the product.
Favorite details: The positioning that guided the creation was: the drink to embrace your unique character. We are proud to have developed a modern platform that presents a bold illustrative style, but we’re even prouder that we were able to represent the five different types of cider in a unique, striking way. We created a stunning platform to support the singular nature of cider.
Visual influences: The different brands of cider are incredibly rich in terms of design and branding. Our mandate was not to play with them on an individual level, but to create an umbrella for them to live under. This is why the logo is simple and almost completely devoid of any graphic connotations associated with current trends. It consists of minimal typography and shapes, as well as a subtle nod to the apple. The identity needs to live on both digital and print, so we were inspired by flat design, pure lines and fresh colors that paired well with the logo and could be easily animated.
Anything new: We learned a lot about the cider industry and its producers. We became familiar with the different types of cider (still, fire, ice, effervescent and rosé), the cider-making process, the wide variety of products available and the trends in innovation.