Reynolds began work on the new branding and packaging designs last year. The new look aims to help increase on-shelf standout, particularly for the Magners multipacks.
Reynolds says, ‘They wanted to make it a more global proposition. It was about smartening the design and making it more premium and modern, without changing too much, as there were a lot of things that worked about [the previous designs].’
The new packs use the green colour seen when Magners launched in 2005, and also reintroduce the cider vat graphic, which the brand says is inspired by the Magners cider mill in Clonmel, Ireland.
Reynolds says, ‘They wanted to bring the warmth back, and use the ownable Irish green – they’re an Irish brand and they’re really proud of that. Magners is unique in being vat-matured, so we wanted to make [the vats] taller and prouder than in previous designs’.
The previous branding was created by consultancy Him + Her around two years ago, according to Reynolds.
The new designs are shown across Magners bottles, cans and glasses for the entire range, which includes Original, Pear and Berry variants.
Magners marketing director Paul Condron says, ‘It has been important to us to recapture the values at the heart of the Magners brand, while creating a new and contemporary look and feel to the packaging.
‘The new design is more modern, but with references to the iconic cider vats that people will always associate with Magners’.
The new designs are shown across Magners bottles, cans and glasses for the entire range, which includes Original, Pear and Berry variants. They will initially launch in the UK market, with the potential for the branding to roll out globally.