Austin Eastciders has been in the craft cider scene since 2012 releasing hip new flavors every season. The overall goal of this project was to rebrand the product without completely disregarding the history and authenticity of traditional craft cider. I attempted to produce packaging that would stand out on the shelf and draw in the 21 to 35-year-old crowd.
From research and personas, it was conclusive that Austin Eastciders encompasses a young, hip audience that loves conversational drinks at a party or get-together. Their current packaging utilizes vintage script typography on a muted color palette. The new brand identity was addressed simultaneously with the redesign of the packaging and brand extensions employing traditional serif typography set in a simplified, modern apple slice, icons depicting lifestyle and flavors, all living on a bright, frosty color palette.
The packaging and branding of Austin Eastciders merge old with new, traditional with unconventional, creating a modern quirkiness that the company boldly owns.