Yowler Cider

Creative Agency: Sand Creative
Creative Direction: Sean Harvey
Project Type: Produced, Commercial Work
Client: Kent Cider Company
Kent Cider Company: Mark Henderson, Serena Henderson
Location: Kent, England
Packaging Contents: Cider
Packaging Materials: Glass, Paper, Foil

Blessed be the apple tree.

The Yowler conducts the centuries old ceremony of wassailing, where bad spirits are driven from the orchard and good ones are welcomed in. At dusk a cup is shared amongst the gathering crowd to celebrate the new blessed crop of apples. The Kent Cider Company’s Yowler is a dark and fruity, sparkling apple cider celebrating this blessed crop.

Sand Creative worked with the Kent Cider Company to widen its consumer base, by creating a new cider that would appeal to a younger, more discerning drinker who wanted an alternative to the main stream offerings.

Recent years have seen the beer market expand rapidly, where smaller brewers offer an amazing array of quality ales.

It’s still early days for cider, but Yowler aims to fill this gap and offer a hand-made cider of higher quality, made from 100% pressed Kentish apples.

The design is layered with significant symbolism.

The skull represents not only spirits, good and bad, but also Yowlers through the ages. Behind the skull the swirling contents of the wassailing cup can be seen and around this the 9 cups represent wishes fulfilled, comfort, happiness and satisfaction, while the diamonds around the edge signal eternity.

Finally ‘Blessed be the apple tree’ communicates the act of the Yowler blessing the ‘King tree’ for the new crop.