Taxi Studio reimagines Somersby for the UK market
Leading brewer and drinks supplier, Carlsberg UK, has planted a stake in the apple orchard ground with the national launch of a new mainstream cider brand ‘Somersby’ with design and strategy from multi award-winning UK brand agency Taxi Studio.
Taxi was appointed to the project in October 2011 and commenced work immediately with brand strategy headed by Taxi MD Brian Mansfield to firm up the brand positioning and tone of voice.
Spencer Buck, Creative Director at Taxi Studio said: “A winning design concept quickly emerged from the very first round of research, we then had to work with speed to get the pack designs and visual identity system fine-tuned and ready for launch.”
Jonathan Turner-Rogers, Design Director at Taxi Studio said: “Our design centres around a witty, ambiguous apple identity. It combines a hilltop scene complete with apple tree – which not only underpins the brand’s point of difference (contains no artificial flavours or sweeteners and actually tastes of apples!) – there’s no mistaking that it’s a cider… essential for this newcomer to the category.”
Taxi’s engagement covered:
• Brand strategy, positioning, naming & tone of voice
• Primary and secondary packaging design
• Visual identity system
• Key Visual & Point of Sale elements