Denomination has put on its rosé-coloured glasses for the packaging design and identity of Carlton & United Breweries’ (CUB) new Strongbow Blossom Rosé Sparking Apple Cider.
The drinks design agency developed an “Insta-worthy” look, with apples and a dusty-pink palette at the core of the design, mirroring the drink and its ingredients.
Denomination focused the appeal of the design to target drinkers who usually enjoy cocktails, white wine, or sparkling wine, and aimed to bring the cider category to a similar “party-starting” realm.
Marketing manager for cider at CUB Paige Daws said Denomination captured the brief perfectly as the aim was to achieve a sense of elegance and femininity through the design.
“The beautiful blossom illustration elevates the premium cues of the brand while creatively linking it to the cider category,” she said.
“The finished product speaks volumes about the talented eye for design that the team at Denomination possesses.”
Maintaining the current Strongbow brand was another key element to the design brief, utilising the classic Strongbow glass shape and complementing the brand’s logo with a similar sans serif typeface and gold lettering for a premium look.
The label design is further replicated on the product’s six-pack cluster format, ensuring the pink hues and apple blossom illustration built a strong brand recognition for Strongbow’s latest drink.
Denomination CEO Rowena Curlewis said, “We worked towards ensuring the final printed packs did the design justice, as the intricacy, warmth and depth of colour in the illustration and throughout the packaging was so specific.”
Strongbow Blossom Rosé Sparkling Apple Cider is now available in retailers across Australia.