Develop a visual identity for the Strongbow Gold concept including graphics and structure across packaging. Heineken wanted a brand that was reminiscent of the mother brand but could be extended to international markets where cider was unknown. The key challenges were to:- Create a visual identity for Strongbow Gold allowing it to confidently lead a new category across markets- Appeal to younger drinkers who are functionally driven by easier drinking products- Appeal to males, but not alienate femalesOverall it should be: Tantalising (Mouth Watering); Interruptive (Distinctive), High Quality, a leader, confident, dynamic & engaging.

Well we compared apples with apples!

Our semiotic code exploration and deconstruction led to liquid gold thinking and a design success formula: premium presentation + top-notch taste + modern masculinity, to inform and guide our design.Fusing the ingredient aspect of cider with the unique brand equities of Strongbow, we created a distinctive new bottle structure and visual identity system for the new global brand Strongbow Gold which feels contemporary yet trusted. The new structure captures the authenticity of the cider press whilst marrying a balanced and beautiful form, refreshing the way a global audience engages with Strongbow Gold…simple!

8 months post launch in Italy, scores for awareness, penetration, distribution and trial exceeded all targets. Researched Italian consumers considered the packaging as "elegant, stylish and modern''; particularly liking "the transparent glass, clashing yellow cider and black label giving it cues of a strong personality, a sense of modernity and outlines a product with a well-defined taste".*After the December launch in Hungary 824 consumers were surveyed: "The vast majority of testers 93% liked the package of Strongbow Gold, 61% of them liked it very much".** *Source: Gfk Eurisko CPT -Italy, Dec 2011 **Source: Sample Central Research -Budapest, Feb 2012