CPB revamps Strongbow identity

Coley Porter Bell has completed a six-figure revamp of the Strongbow Cider identity, which will launch in September and is aimed at premium lager drinkers.

Bulmers, owners of Strongbow Cider, hopes the new identity combined with a TV campaign will help the brand to jump from eighth to fifth in the alcoholic drinks market, says Bulmers brand manager Lisa Merrick.

The consultancy was briefed to attract 18-24 year old lager drinkers without alienating current consumers, she adds.

The project involved creating a new logo, redesigning the cider’s packaging and producing brand guidelines for marketing and point-of-sale material.

Coley Porter Bell creative director Martin Grimer says the revamped packaging includes visual clues such as layering to identify Strongbow as a premium brand. The new look aims to enable it to compete with the whole sector not just other ciders, he says.

‘The design is very single-minded, simple and clean,’ Grimer adds.

Coley Porter Bell was appointed in September last year after an eight-way credentials and strategy pitch.