While Lion, part of the Kirin group, pulled out all stops to emphasise the Japanese credentials of its new range of ciders for the Australian market, it only needed to venture as far as Melbourne to achieve the right look.
Launched earlier this month, the new range of Kirin Ciders is the latest entrant in the fast-growing cider category, which has tripled in size over the past four years and is now worth more than $450 million.
“We know there is a huge demand for new, distinctive ciders in Australia. This truly differentiated range of Kirin ciders will give drinkers an exciting, fresh choice that's perfect for the Australian palate,” Lion national marketing manager, Matt Tapper, said.
Developed in association with Kirin Japan's master blender, Hideaki Kito, the range features four flavours strongly infused with the tastes of Japan – Fuji Apple, Fuji Apple and Mikan (Japanese for mandarin), Fuji Apple and Ume (a Japanese plum), and Fuji Apple and Ginger.
Just as much attention was paid to make the packaging match the contents' cultural lineage – though in this case the brand owner did not have to venture to Japan to get the look right, Lion's cider marketing manager, Andy Disley, told PKN.
“In creating the look and feel for the packaging our design agency looked to the Japanese culture of innovation, precision and mastery in fine techniques of complexity as influence for the design,” Disley said.
“The discipline of traditional calligraphy and watercolour art styles researched well in initial designs, so in collaboration with Melbourne-based Japanese artist Junko Azukawa, a series of beautifully crafted artworks were created for each of the ingredients, along with a sumi-e style apple tree branch and the ink calligraphy of the sub-brand kanji characters.
“With care, these core brand elements were combined on the packaging with a brush stroke to hold the kanji characters, a hand painted circle to frame the ingredients, and a traditional red artwork signature stamp – all to capture the attention to detail of authentic Japanese craftsmanship,” he explained.
Even the bottles were sourced in Australia, though again with an eye to Japanese style, Disley said.
“The striking, near black bottle with its simple minimalist design aesthetic balances the traditional with a progressive modernity that is appealing for both male and female consumers who are seeking a sophisticated and unique alternative in this exploding category,” he said.
“Every aspect of this product was a pursuit of perfection, right down to the texture varnish on the labels to achieve a traditional washi paper feel.”
The 500ml bottles are now available nationally as a permanent addition to Lion's cider portfolio.
The bottles for the new Kirin Cider range consciously speak to Japanese design aesthetics, from the brush strokes and kanji characters of the artwork to the minimalist black of the bottle structure.
