Cool look for new cider

HP Bulmer has launched a new luxury cider, Strongbow Ice, with design by Springett Associates.

Springett director Roger Bannister says: “The typeface used for the word `ice’ is quite masculine to compensate for the feminine colour [pale straw] of the cider.”

“We did not want it to look too girlie,” Bannister adds.

Cider is still the fastest growing sector of the drinks market, according to Bulmer marketing director Mark Doorbar.