Taunton Cider’s Diamond White brand has been redesigned by Robson Dowry Associates.
The Bristol group won the work after a three-way paid creative pitch against two unnamed London groups. Robson Dowry’s concept was implemented after concepts from all three groups went into market research. The new design has been applied across the Diamond White range.
“Diamond White, although it is maintaining its position as brand leader, required repackaging to broaden its appeal without alienating existing customers,” says Andy Sanders, senior design associate at Robson Dowry.
The new identity (pictured) features vertical labelling to “distance the product from me-too lookalikes”, adds Sanders.
Robson Design Associates has carried out design work on the Diamond White brand since its launch in 1986. The group merged with Robson Design in December 1995 to create Robson Dowry Associates.