Mr. Fox — Apple Bandit Cider Localization for HEINEKEN

Apple Bandit is HEINEKEN’s international cider brand, presented under different names in different markets. For its launch in Russia, the product required a localized identity that would retain the character of the original brand while feeling natural and memorable to a new audience.

Vizhu Design developed the Russian-market version under the name Mr. Fox — «Мистер Лис». The project included naming, adaptation of the international visual identity, image selection and refinement, and the complete design of the aluminium can.

The packaging combines a distinctive character-driven name, expressive apple imagery and a clear visual hierarchy. A series of pictograms communicates the cider-making process and reinforces the product’s natural character.

The main challenge was to create a design that could work confidently as a local brand while remaining connected to the international Apple Bandit identity. The result is a bold and approachable package with an immediately recognizable personality and strong shelf presence.

The design was completed in 2017, and the product was launched for the 2018 summer season. During its first month on the market, sales exceeded the planned volume.