Parker Williams reworks packaging for Gaymer ciders

The Gaymer Cider Company is set to unveil a packaging redesign for its Olde English and Gaymers Original cider brands, created by consultancy Parker Williams.

The Olde English packaging redesign launches this week on bottles and cans, and aims to add a ‘contemporary twist’ to the brand.

It features a subtle redesign of the core logo with fresh typography, and the plastic bottle has been given a darker colour in order to modernise the brand.

Parker Williams, which was appointed without a pitch following previous work with the cider group, was tasked with ‘reawakening the brand for Olde English’.

According to design director Clare Connor, ‘We tried to keep some of the elements that already existed. It was looking very old – not contemporary or modern enough. It is about keeping the heritage, but refreshing it.’

Additionally, Gaymers Original packaging and bottle shape has been revamped to give it better shelf appeal and to ‘highlight the quality and authenticity of the brand’.

The label retains the Gaymers red colour, and gold has been introduced, as well as enlarging the ‘cold filtered’ message to emphasise the heritage of the brand.