Bad Apple Cider

Carlsberg UK wanted to innovate their first premium draught ‘craft’ cider targeting the 25-35 year olds whose palates have developed from previously fashionable, flavoured ciders, in favour of a more complex, authentic taste experience. Cider isn’t all about sweetness and sunshine. Since the Middle Ages the apple has been the symbol of wickedness and sin. The ‘Bad Apple’ brand alludes to this wicked, mysterious and mythical side of apples with the tagline ‘wickedly tangy cider’, while still denoting the quality and provenance by citing ‘crafted in Herefordshire.’

The logo depicts a set of menacing eyes, peering from the leaves of an apple tree, which in turn form the silhouette of an apple. This sense of ‘wickedness’ is visually juxtaposed with ‘craft’ using the traditional typeface, carved wood ‘Bad Apple’ lettering. This launch was supported with branded glassware, stand-out fonts and communication material in pre-selected premium public houses across London with view to launching nationally.

Agency:
Williams Murray Hamm, 2017
www.wmh-i.com