Mr. Fox: redesign
How to expand the audience with premium branding: DS1 & Mr. Fox
The DS1 team had to redesign brand and “connect” the cider and wine categories, emphasizing their noble origin and high quality.
28% of cider consumers perceive it as a special type of wine. This allowed to create new consumption situations for ciders which are typical for wine drinks.
To make the brand more sophisticated, the DS1 team introduced a charismatic character. The final concept was one with its natural and laconic appearance, reflecting naturalness of the product.
It was also necessary to show that cider, like wine, can be an elegant addition to dinner. Food pairing ideas were placed on the back of the packaging, and storytelling in a wine style emphasized the similarity with apple wine.
