Recognizing a significant opportunity within the ready-to-drink (RTD) sector, established hard cider brand Angry Orchard has introduced a line of canned cocktails featuring an apple wine base. This innovative range is designed for consumers who enjoy defying the norms.
According to Sam Wilkes, the creative director at Vault49’s New York studio, “We’ve always enjoyed collaborating with brands from parent company Boston Beer Co.’s portfolio, so we jumped at the chance to collaborate once more and design packaging for this new offering from Angry Orchard.”
He further elaborated, “As a brand, Angry Orchard already had a distinctive attitude. With a maverick mascot in its tree character and a stylized illustrative approach to design, we had the ideal creative playground to work in.”
The creative challenge lay in harmonizing the master brand’s rebellious spirit with the sophisticated world of cocktails. Wilkes stated, “As a creative team who value taking a strategic approach, this was right up our street and gave us an opportunity to really have fun with the brand.”
In a bid to embrace an inviting aesthetic, Vault49 reimagined the iconic tree, placing it prominently on the packaging. They created bespoke illustrations for various cocktail serves, with each unique drink depicted in glassware that enhances the cocktail experience.
Preserving brand equity was a priority; therefore, Vault49 incorporated the well-known hanging apple above the redesigned wordmark, utilizing the branches as a framing element.
Moreover, the team’s bold color palette drew inspiration from both the individual cocktail serves and the overall RTD category, ensuring compatibility with Angry Orchard’s wider product range while also making a unique statement.
The final design not only embodies the brand’s distinctive personality but also positions Angry Orchard as a relevant player in the growing RTD market, tapping into current food and drink consumer trends, including a focus on food and drink sustainability, sustainable packaging, and innovative food and drink marketing strategies.
