Hawkes Cider
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Created by Robot Food
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The Brief: We're the pioneers of our category with the craft credentials to back it up. Can you raise our brand to the next level and strengthen our position as the Saviours of Cider?
The Opportunity: Hawkes' 'London-to-the-core' attitude and challenge to mass market cider caught the attention of craft pioneers, Brewdog. Under new ownership with the opportunity to scale up distribution and production, our job was to tap into the mindset of the craft consumer and put cider back on the agenda.
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The cider category relied heavily on farm-grown cues, but Hawkes was born and raised in the city so we amplified their urban attitude and personality to stand out amongst the fields and trees of the competition. We built on existing assets, choosing to hero 'Eddie' the skull as a strong, recognizable brand mark in a system that keeps the range consistent.
New product names like 'Dead & Berried' and 'Doom & Bloom' deliver flavour with plenty of brand attitude, while 'Urban Orchard' was retained as a nod to the brand's history.
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