Bold challenger gets a brand refresh
Stealing the spotlight
The Aim
Launched by Heineken in 2015, Orchard Thieves set out to challenge the conventions of both European and domestic cider markets, at that time dominated by what you might term ‘jaded giants’.
Our brief was to create a striking visual identity and brand world that clearly set the stage for a major shake-up. Within 5 years Orchard Thieves went on to steal massive domestic market share while being rolled out across multiple countries worldwide.
In 2019 Heineken asked us to revisit the brand’s iconic packaging design with a view to ramping up the brands urban sensibilities.
Project
Packaging design refresh
Brand world creation
Range development
Production and artwork delivery
In-store theatre
Share
The Game
The new stripped back packaging design sets out to command attention. We ‘trimmed’ back pack’s organic elements in exchange for dialling up a more urban/gritty aesthetic, in line with the brand’s positioning. This more stripped back design approach enabled us to make the Fox the uncontested star of the show. We created a highly impactful design system that ensures maximum shelf standout in any setting.
The new packaging design effortlessly imparts the brand’s DNA – bold, unapologetic and always on the hunt for new experience
The Fame
Continues to capitalise on the momentum of this iconic Cider challenger. Packaging now commands greater attention, enlisting new consumers by delivering maximum shelf standout.
New look boldly brings the brand’s Urban credentials to life through stripping back all unnecessary clutter and introducing a visually edgier aesthetic.
“The new design has helped up dial up our icon the fox, in a really disruptive way. It has also allowed us to really pull our two products apart (Orchard Thieves and Orchard Thieves Light) which was integral to the brief”
Hilary Lenahan
Brand Manager at the Heineken Company
