Jones Knowles Ritchie serves up new Scrumpy Jack can

Scrumpy Jack cider is relaunching with new packaging by Jones Knowles Ritchie.

The cider’s sales and marketing team, Jygsaw Brands, appointed JKR on behalf of brand-owner Scottish & Newcastle in August 2008 to help emphasise the brand’s heritage.

‘We have returned to an earlier colour palette, reintroducing a lot of green to the can and steering it away from the creams that it has been using more recently,’ says JKR chief executive Andy Knowles.

‘The new can also features an illustration that is intended to evoke the crack of leather on willow,’ adds Knowles.

In a further effort to push the brand’s heritage, the new can makes a feature of Scrumpy Jack’s relationship with brewers Hereford Symonds Cider Presses since 1727.

The new can rolls out to off-licenses and supermarkets from late June.

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  • Simon November 30, -0001 at 12:00 am

    That’s not bad. The colours create a fresh feel to the design which marries well with cold refeshing cider. The two glasses(?) look a bit like cider goggles though! Maybe this is a good thing!

  • guy November 30, -0001 at 12:00 am

    Crack of leather on willow? I don’t see any cricket references at all. And what are the two bits either side of the tree? Eyes? Nice lettering though.

  • Dave November 30, -0001 at 12:00 am

    Very nice. Love the subtle use of the apple silhouette forming the shape of the tree.

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