Strongbow has engaged Bulletproof for the packaging design of its new Dark Fruit variant launching next month.
“The packaging designed by Bulletproof, fits into the new look introduced by the brand redesign of June 2012. The Dark Fruit look is a natural evolution, introducing a more premium, sleek and understated style. Overall the design retains the power and masculine pride of the parent brand, but introduces an intriguing new variant for a new generation of cider drinkers,” said Lucy Harman, Strongbow UK brand manager, of the design.
Bulletproof won the project by Strongbow brand owner Heineken in October of last year following its existing relationship with the Strongbow UK team.
Tony Connor, Bulletproof creative director, added: “In a sea of premium flavoured cider we wanted to create a credible, accessible option for everyday cider drinkers with a powerful, masculine positioning. The matte charcoal finish ensures masculine cues, whilst remaining inherently Strongbow through our distinctive architecture and branding.”
Strongbow Dark Fruit will initially launch with a 440ml can with 10 x 440ml can multipacks available in the off-trade from June 2013, followed by 500ml glass bottles due for release in mid-August.