Overview:
Rustic Root, LLC, a new entrant in the hard cider market, contracted me to create an eye-catching Rustic Root logo and distinctive Orchard Bliss bottle label that would capture the essence of their brand. I focused on creating a label that embodied the “Orchard Bliss” name, incorporating warm fall colors and the imagery of a luscious apple. I designed a simple yet striking logo for Rustic Root, featuring an illustration of an apple tree with visible roots.
Background:
Orchard Bliss is a premium hard cider crafted from a blend of handpicked heirloom apples sourced from local orchards. This refreshing beverage boasts a crisp, balanced flavor profile with notes of honey, cinnamon, and a hint of vanilla. Each bottle is naturally fermented and lightly carbonated, making it the perfect drink for any occasion. Packaged in elegant, eco-friendly bottles adorned with artwork depicting a lush apple, Orchard Bliss embodies the essence of fall in every sip.
Problem:
Orchard Bliss, a new entrant in the rapidly growing hard cider market, confronts significant challenges as it seeks to establish a competitive presence in a landscape dominated by established brands. The company must navigate a complex market environment that requires strategic decision-making across multiple dimensions. At its core, Orchard Bliss must develop a compelling strategy for market differentiation, recognizing that the hard cider sector has experienced explosive growth since 2012, with major players like Angry Orchard capturing substantial market share. I was commissioned to develop the visual branding for Rustic Root’s inaugural hard cider, Orchard Bliss, creating a distinctive logo and label design that captures the brand’s essence of local, artisanal apple production.
Objectives:
Design an eye-catching logo for Rustic Root LLC
Design a bottle label for Orchard Bliss Hard Cider
Comply with labeling requirements for alcoholic beverages
Target Audience:
Orchard Bliss targets young adults aged 25 to 45 who appreciate artisanal beverages and are seeking high-quality, locally sourced options. This demographic includes health-conscious individuals who prefer natural ingredients and are interested in craft beverages over mass-produced alternatives. They are often socially active, enjoying gatherings with friends, outdoor activities, and seasonal events like apple picking and farmers’ markets.
Personas:
Persona 1: The Cider Enthusiast
Name: Kyle
Age: 32
Location: Cleveland, Ohio
Background: Kyle is a passionate cider lover who began his journey with sweet, commercial ciders but has since evolved into a connoisseur of fine, orchard-based ciders. He started making cider at home in 2016 and has become certified as a pommelier.
Interests: Kyle enjoys visiting local cideries, attending cider festivals, and sharing his knowledge on social media. He actively seeks out unique and character-driven ciders, often experimenting with different apple varieties and fermentation methods.
Motivation: Kyle is motivated by the desire to explore the depth of cider flavors and to connect with other cider enthusiasts. He values authenticity and craftsmanship in the ciders he chooses.
Persona 2: The Casual Drinker
Name: Shay
Age: 25
Location: Portland, Oregon
Background: Shay discovered hard cider while looking for a more affordable alternative to mixed drinks. She started with popular brands like Angry Orchard but quickly expanded her palate to include various craft ciders.
Interests: She enjoys sharing her experiences on social media through reviews and live discussions about cider. Shay likes to attend local events and tastings to learn more about different ciders and meet like-minded individuals.
Motivation: Shay is motivated by the social aspect of drinking cider and enjoys discovering new flavors that can be shared with friends. She appreciates the versatility of cider and its ability to pair well with different foods.
Persona 3: The Health-Conscious Consumer
Name: Nicole G.
Age: 45
Location: Raleigh, North Carolina
Background: After being diagnosed with celiac disease, Nicole became diligent about reading labels and discovered that many ciders are gluten-free and vegan. This opened up a new world for her, leading her to explore various cider brands.
Interests: Nicole runs an Instagram account dedicated to documenting her cider journey, focusing on diverse flavors and brands. She enjoys connecting with cideries and other enthusiasts to share recommendations and experiences.
Motivation: Nicole is motivated by her health-conscious lifestyle and the desire to find enjoyable beverages that align with her dietary restrictions. She values transparency in ingredients and is always on the lookout
Moodboard:
Creating a mood board for Orchard Bliss involved curating a collection of images that evoke the essence of the brand. The process began by selecting visuals that represent the core elements of the cider: vibrant apples, picturesque apple orchards, and warm fall colors. Images of apples nestled in a basket added a rustic touch, emphasizing the natural and artisanal qualities of the cider. I arranged these images to create a cohesive visual narrative that reflects the inviting and comforting atmosphere of Orchard Bliss. This mood board served as an essential tool in guiding the design process, ensuring that every element aligned with the brand’s vision and aesthetic.
Thumbnails:
Digital Roughs:
Logo:
Results:
After developing 50 thumbnail labels and 4 digital roughs, we identified 4 standout label options to choose from. The final Orchard Bliss label successfully combined alluring design with all necessary regulatory information, enhancing brand recognition and product appeal. The creation of the Rustic Root logo involved designing a detailed illustration of an apple tree with visible roots, symbolizing the brand’s connection to nature and its commitment to authenticity. The logo works well with the label design.
Conclusion:
The process of creating the case study for the “Orchard Bliss Hard Apple Cider” bottle label demonstrates key principles in branding and design. It emphasizes the importance of aligning the label design with the brand’s identity. Additionally, the case study illustrates the necessity of regulatory compliance in the alcoholic beverage industry, showcasing how essential information must be clearly conveyed. The iterative design process, involving initial concepts and digital proofs, underscores the value of collaboration and feedback in refining the design. Overall, this case study exemplifies how merging creativity with practicality can result in an attractive and compliant product label that effectively appeals to consumers.