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Woodpecker cider rebrands with bird at its core

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By The Drum Team, Editorial

July 22, 2009 | 2 min read

Woodpecker cider has a new look - created by Smith & Milton - with the bird now at the heart of its brand.

The cider brand has a 100-year heritage, but sought out a new look as it aims to gain a broader appeal.

Smith & Milton's design is built around a woodcut illustration of the woodpecker by the British artist Andrew Davidson.

The agency says it identified three core equities of the cider brand - the bird, the Woodpecker from Bulmers name and the colour red - and put them at the heart of its packaging.

Jygsaw Brands, Scottish & Newcastle's joint venture brand management company which owns Woodpecker, appointed Smith & Milton to work on some of its drinks brands last year.

The agency's strategy director, David Haseler, said: "The benefits of revealing a true and clear ‘brand statement’ are wide-ranging, as they help guide every aspect of a brand’s communications.

"It is a process which every company should undertake unless they are 100% certain what constitutes the make-up of their brand – and it informs every aspect of our work for Jygsaw.”

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