Batlow Cider Brand Refresh

Brief

Modern Australian Vintage. Impactful but staying true to the tradition and heritage of Batlow's brand essence.

Soon after our re-brand Batlow Cider was proud to be acquired by Capital Brewing Co - with the new owners citing the new, more contemporary branding something they are excited to work with.

Approach

In approaching our refresh of Batlow Cider, we aimed to capitalise on a century’s worth of brand equity to bring the Batlow brand back to the forefront, and stay true to the core pillar of what they’re about; apples!

At the heart of the new look is a distinct brand asset—a lockup using an apple sticker shape. Immediately recognisable and applicable, this lockup is now used consistently across the brand’s touchpoints—from the can art, to POS, to merch, and more.

In terms of the shiny new cans you see below, we changed the hierarchy of information, adopted a new naming convention to make the products more distinct, and introduced a fresh colour palette to help the brand cut-through on the shelf.

In capturing Batlow’s brand equity and owning the brand’s rights to Australia’s cider throne, we took the approach of a ‘Branded House’ framework to progress the company forward.

What does this mean? Previously, each of Batlow’s products had its own look and feel, with the brand featuring much smaller on the bottles and cans. It was difficult to tell that the products were part of a family, making the brand’s well-deserved presence hard to notice in a fridge full of international cider giants.

By embracing a ‘branded house’ over a ‘house of brands’, the range of Batlow products now feature a consistent visual identity, messaging, and design system, making a more harmonious offering that affirms the brand’s place as Australia’s premier cider. This approach was rolled out to several offerings such as Premium(Dry) Cider, Pink Lady Cider, Hard Apple Cider and a refreshed look for the Seltzer range to fit within the design system.