Woodpecker cider rebrands with bird at its core
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.”