Brandopus rebrews festival edition Brothers Cider

Favourite festival tipple Brothers Cider this week relaunches its festival edition, designed by Brandopus, ahead of a redesign of its main range later this year.

The overhaul will see new label graphics and outer packaging for Brothers Cider festival edition, a more potent version of the cider. The redesign will also inform a TV ad campaign launching in June, says co-founder of Brothers Cider Matthew Showering.

Brandopus was appointed six months ago, following a competitive pitch against local consultancies, according to Brandopus managing director Nir Wegrzyn.

The independent Somerset brewery, owned by the four Showering brothers, is looking to build on its recent foray into on-trade.

The brand originated in the mid-1990s at festivals, which formed its sole distribution channel, until it was launched into the on-trade in 2006.

‘We found that the brand is about a particular time and place, and to move forward it has to be anchored more in an idea that belongs to the brand, rather than to Glastonbury Festival,’ says Wegrzyn.

The London consultancy has, in response to these findings, created graphics that take their cue from the family heritage of the brewery, using a silhouette of the brothers, and shifted the packaging away from the category’s traditional product cues.