First, I redrew the house and made it an integral part of the logo. I refined the typography and omitted the apples.
The content on each side of the label was reworked so that all of the manadatory details were together on one side, and the story of the brand and the cider was on the other.
In rewriting the text, I brought Alex and his personal story to the fore. In the 1990s he was in a band that played at Glastonbury and supported the likes of Radiohead and Suede. Linking music to cidermaking created a highly distinctive narrative.
For example, we now talk of Ty Gwyn’s cider being made in tune with tradition and hitting all the right notes, and Alex being the company’s Cider and Melody Maker.
As well as the musical references in the brand’s verbal content, they appear visually too. The eagle-eyed will spot the five horizonal lines of a musical stave on the new labels.
As part of the move to a new design, Alex also wanted to switch to a taller, slimmer bottle. So, in addition to the main wraparound label, I created a neck label (without which, the top 40% of the bottle would lack any branding).