Launched before the cider trend properly exploded onto the New Zealand market, the success of DB’s Crushed Apple Cider soon led to a Pear variant, and the need for a new 12-pack range.
The company had a strong offering in place: a premium cider, 100 per cent sourced from New Zealand raw materials instead of the concentrate used by competitors. What it needed was packaging that would vocalize the product’s unique selling point.
A highly visual approach is used to tell the story of the cider’s origins. Drawing consistent elements from the master-brand, the Crushed Apple and Pear Ciders fit into the wider Monteith’s design system but are unique enough to stand apart. To create evocative imagery, the imagery on the packs references the freshness of the ingredients and the artisan approach to the product.
Taking inspiration from roadside fruit stalls, the typography has a hand-painted and textured look and feel, giving the design an authentic flavour and sense of character. Luscious sun-ripened fruit, and a vibrant colour palette indicate the freshness and vitality of summer, reflecting a category-leading product that’s made from the wholesome goodness of real New Zealand fruit.
Design Director Jef Wong Design Team Matt Hammond, Michael Barron