The Cider Lab’s vision was clear from the outset: “We are not creating another boutique range that adds to category clutter.” In the face of a crowded cider market, the cider maker instead strove to focus on large-scale contemporary brewing processes, distinctive flavors and quality Australian ingredients. To reflect the fruit varieties used by The Cider Lab—Royal Gala, Packham Pear and Pink Lady—Victoria, Australia–based design studio Bonney Creative created surrealist-inspired mixed-media montages as an expression of the stories behind the different fruits. The studio captured the fruit and tree imagery at one of the beautiful Australian orchards that supplies The Cider Lab with its fruit, leaving the imagery raw and natural to reflect the honesty of The Cider Lab’s products. The packaging also features hand-drawn illustrations detailing the brewing process, and on the bottle neck is even a flavor profile system that helps shoppers choose ciders specific to them. An insight-driven solution all around, the identity helps consumers shop by taste and association with fruits they know and love.
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