The Drum Recommends: Commended - The story behind Pulpt's brand identity
This week The Drum Recommends: Commended is highlighting Workbrands’ creation of Pulpt craft cider’s brand identity.
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies each week to guide and inspire you in your journey to select a new agency relationship.
Earlier this year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
This case study and other interesting content can be found on Workbrand's profile on The Drum Recommends.
The story behind Pulpt
Working together in the corporate world, Al and Jim hatched a plan over lunch to escape the rat race and follow their cider-fuelled dreams.
With the craft beer revolution already well underway, they made it their business to bring real cider back to the forefront of the beverage industry.
And with that, Pulpt was born – a pioneering independent craft cider company, pulping and pressing their apples from selected Somerset Orchards.
What we did
This was a classic start-from-scratch piece. We worked closely with the co-founders of this new challenger brand to generate the brand name, identity and all-encompassing strategy document.
By undertaking research into the market – and really understanding the individuality of the Pulpt proposition – we were able to develop a creative concept which complemented the personality of the brand and its aspirations. In addition to the overarching brand, we also created three individual product variations carrying identifiable unique brand marks.
In our approach, we made sure all of our creative thinking was underpinned by fact rather than misconception. It was crucial for us to step back and compare our creative with those currently on the shelves. We recognised the need for a unique product identifier and this led to the creation of the flavour wheel.
The flavour wheel
Unlike any other cider on the market, the approach to Pulpt’s product is one of precision and measurement. To reflect this in the creative execution, we created the flavour wheel which would detail to consumers the intensity, fruitiness, acidity, sweetness, florality, and the tannins of the drink.
Outcome
The creative has been met by a tremendous amount of positivity in the industry. Pulpt have now extensively rolled the brand out across a website, horsebox trailer housing a mobile bar, glassware, clothing and more.
To find out more about Workbrands check out their profile on The Drum Recommends.
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