Straight from the Orchard
Monteith's Crushed Apple + Pear Cider
Launched before the cider trend properly exploded onto the New Zealand market, the success of Monteith's Crushed Apple Cider soon led to a Pear variant, and the need for a new 12-pack range. DB already had a strong offering in place: a premium cider, 100 per cent sourced from New Zealand raw materials instead of the concentrate used by competitors. What it needed was packaging that would vocalize the product’s unique selling point.
The idea behind Designworks’ approach was directly linked to the product truth- “straight from the orchard." A highly visual approach is used to tell the story of the cider’s origins. Drawing consistent elements from the master-brand, the Crushed Apple and Pear Ciders fit into the wider Monteith’s design system but are unique enough to stand apart. The imagery on the packs references the freshness of the ingredients and the artisan approach to the product. The imagery was created by combining photography, model making and retouching to bring it all together. We worked closely with Blackbox photography and Bootleg to create an authentic “worn” feeling to the orchard signs, and then brought it all together with retouches and grading. Taking inspiration from roadside fruit stalls, the typography has a hand-painted and textured look and feel, giving the design an authentic flavour and sense of character. Luscious sun-ripened fruit, and a vibrant colour palette indicate the freshness and vitality of summer, reflecting a category-leading product that’s made from the wholesome goodness of real New Zealand fruit.