Decoder puts fizz into Bulmers’ corporate look

London design group Decoder has created a new corporate identity for international drinks giant HP Bulmer, best known for its Strongbow, Woodpecker and Scrumpy Jack cider brands.

The redesign aims to support the company’s shifting focus from cider on to other drinks such as bottled and canned beer and lager.

Its new identity, which will appear on all branded products, features the shorter “Bulmers” name in dark green, lending the publicly quoted company’s image a heavyweight, corporate feel.

Orange “bubbles” after the name reflect the colours of cider and lager and the lively nature of the company. The single, lighter green circle represents an apple and, by association, Bulmers’ use of natural ingredients in its cider.

Noel DeBruin, Decoder managing director, says the design agency wanted to capture the spirit of effervescence in the identity which no one has “owned” until now. “The use of the colour green also mirrors the commitment by Bulmers’ to the environment, and its strong heritage as a company,” he adds.

The new identity is currently being rolled out across Bulmers’ signage, transport and stationery, as well as the company’s entire drinks portfolio.

Decoder collaborated closely on the project with Bulmers’ retained design agency, Bernstein Hounsfield Associates. It is also working on new products for Bulmers.