Brewer Scottish & Newcastle is relaunching its Bulmers cider brand with a redesign by Jones Knowles Ritchie.
The new identity launches on 28 March, says JKR chief executive Andy Knowles, and depicts an apple silhouette logo with the Bulmers name in the middle.
The branding will be applied to bottles, cartons, pub taps, glassware and the website, and is aimed at establishing clearer brand stand-out, according to Knowles, in a cider market that is largely dominated by the brand’s Irish cider competitor, Magners.
The logo will be placed on three variants – original, pear and low calorie – in three different colours.
The original packaging will be golden yellow, the pear flavour will be green and the low calorie variety will be white, to differentiate the options, says Knowles.
JKR was commissioned to design the work after they redesigned Scottish & Newcastle’s Strongbow packaging in 2005 and created the packaging design for Jacques, a range of fruit ciders.