To launch a new variant for South Africa’s largest cider brand, Hunter’s, with hop extract to compete against the popular beer taste profile.
We set out to combine the best of both cider and beer worlds.
Our innovation team developed the concept and name, EDGE, which our creative team then brought to life. From the hand-drawn hop illustration and sophisticated blue and gold colour palette, through to the heraldic use of the crest and detailed line-work, EDGE balances Hunter’s existing visual language with new beer-inspired elements.
Creation of an exciting new flavour space and category to entice traditional beer drinkers.