Swiss craft beer brewers Dr Gabs approached us to help create a cider brand that was cheekier and fresher than the existing main stream European ones on the market.
Knowing that ‘Crafty' apple cider would be one of the first craft ciders in Switzerland to use all natural ingredients, we decided to react to the competition with something that was clever, crafty, fun and authentic.
This enabled us to position Crafty as the premium, locally sourced, craft cider.
The main challenge in an oversaturated cider market was to create cut through. We did this by reacting to the traditional conventions of the category with illustration and hand drawn typography. We created characters and playful graphic elements to bring a cheeky personal touch to the brand.
Illustration: Rudi de Wet