Hawkes Cider Brand Evolution

Saviours of Cider

 

The Brief

We're the pioneers of our category with the craft credentials to back it up. Can you raise our brand to the next level and strengthen our position as the Saviours of Cider?

The Opportunity

Hawkes' 'London-to-the-core' attitude and challenge to mass market cider caught the attention of craft pioneers, Brewdog. Under new ownership with the opportunity to scale up distribution and production, our job was to tap into the mindset of the craft consumer and put cider back on the agenda.

01 Urban Orchard Can 3200X2000 02 Dead Berried Can 3200X2000 03 Doom Bloom Can 3200X2000

The cider category relied heavily on farm-grown cues, but Hawkes was born and raised in the city so we amplified their urban attitude and personality to stand out amongst the fields and trees of the competition. We built on existing assets, choosing to hero 'Eddie' the skull as a strong, recognisable brand mark in a system that keeps the range consistent.

04 Hawkes 500Ml Bottle Line Up

New product names like 'Dead & Berried' and 'Doom & Bloom' deliver flavour with plenty of brand attitude, while 'Urban Orchard' was retained as a nod to the brand's history.

The evolution of the brand had to feel at home in a craft environment so we made use of embossed labels and spot UV to give cans, bottles and multi-packs a more premium, tactile finish.

09 Hawkes 4 Packs
09 Close Up Multi 1592X2000 10 Hawkes Db Open 4 Pack 1592X2000
11 Hawkes Exterior Drinking Shot

We developed new illustrations, amplifying craft cues and flavour notes in a style inspired by tattoos and rooted in counter culture. Introducing colour added depth to each product, helping the illustration to pop against the black backdrop. The new style feels contemporary and translates effortlessly across merchandise.

12 Brand Assetts Flash 1592X2000 13 Hawkes Pin Badge 1592X2000
14 Glass Shot 3200X2000 V2
15 Hawkes Before Full Lineup
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