Cannes Lions

Windfall Cider Packaging

ONE TWENTY THREE WEST, Vancouver / WINDFALL CIDER / 2019

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Overview

Entries

Credits

Overview

Background

Windfall is an urban cidery that draws on traditional, old-world techniques and experiments with unique flavour combinations to create premium ciders you can’t find anywhere else. The brief was to create a brand that felt approachable yet premium—that paid homage to traditional cider but felt modern and playful.

Knowing that the small cidery wouldn’t have the advertising dollars to compete with their bigger, sugary competitors, the objective was to create packaging that would visually jump off the shelf and show Windfall’s playful personality.

Idea

“Find your Windfall,” was the inspiration for the branding and design. This idea of going out into the world, trying new things, and making your own luck reflects Windfall’s own experimentation with flavours and ingredients, and the luck of finding a new cider to love.

Target: 24-36 years

Execution

Illustrator Armando Veve created a series of intricate drawings filled with symbols of luck, fame, fortune, beauty—and cider making—for consumers to get lost in. The hope was that a consumer would discover something new every time they looked at the can or bottle. From this single illustration, we can crop in on specific items for use on individual products. After the launch of their first cider “Jackpot” which introduced the world the second product was released with the concept of finding your Windfall “Beauty” – depicted as a saucy looking apple in high heels.

Outcome

After being featured on a number of blogs and local tv interviews the brand has taken roots and sales in their packaged goods are up significantly over last year. Demand has doubled from the first run of 11,000 units to 22,000 units the second run which has also sold out.

The Windfall brand has extended to include a new rose cider to meet demand.