Westons Cider has refreshed the branding for its Stowford Press Cider to further reinforce the brand’s premium mainstream positioning and highlight the authentic cider maker’s focus on local sourcing.
The updated design includes an enhanced colour palette and a prominent reference to Herefordshire, where Stowford Press is made. It was led by Cheltenham-based Hurricane Design.
The redesign follows the launch of ‘The Wonderfulness of Local’ campaign from Stowford Press last summer, emphasising its 100% locally-sourced apples. A round of TV advertising, featuring comedian Ellie Taylor and adventurer Alastair Humphreys exploring the glorious Herefordshire countryside, was accompanied by a programme of PR, social media and customer marketing.
“The eye-catching new branding for Stowford Press has been designed to increase stand out on shelf,” explains brand manager Holly Chadwick. “The updated design will also strengthen the brand’s positioning as a premium mainstream option for shoppers by emphasising the passion, pride and expertise that goes into every drop of Stowford Press.
“We know our target shoppers value premium, local ingredients and provenance. All of our apples come from within 50 miles of the Westons mill and, by highlighting this on-pack, we are paying homage to our local roots,” adds Chadwick.
The updated look for Stowford Press coincides with another round of growth for apple ciders in the off-trade (+2.5% YOY) as these drinks make up over half (57%) of all cider sales[1]. In grocery and impulse Stowford Press’ apple variant is currently growing 24.8% YoY.
The new-look packaging, launching initially with Stowford Press Apple Cider 4x440ml four-pack in April 2019, will be plastic-free – the cans instead encased in a cardboard outer. As well as further aiding stand-out, this comes as part of Westons’ ongoing commitment to supporting the environment while continuing to produce the highest quality ciders.
“There has been a huge consumer demand for more environmentally-friendly and recyclable packaging solutions. Removing plastic from all of our UK Stowford Press packaging means that we’re a positive part of this conversation,” concludes Chadwick.
Meg Billcliff, managing director at Hurricane Design, adds: “Good design should solve problems and our work with Stowford Press was all about helping to minimise the packaging’s environmental impact, while creating a contemporary, premium look for this well-established brand.”
With a 4.5% ABV, the updated Stowford Press pack designs will roll out across most major retailers, including Tesco, Waitrose and Ocado from April.
Run by the fourth generation of the Weston family, Westons Cider also produces brands Henry Westons, Rosie’s Pig and Mortimer’s Orchard.
[1] IRI to 2nd February 2019
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