How do you revitalise an old brand for a new audience?
By stripping out the old and 'striping' in the new.
Old
New
Flexible Architecture
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Creating a light variant for Bulmers was an intuitive process, using established category colour coding combined with our new rational architecture.
Craft & Heritage
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To reintroduce some heritage to the simplified icon, it usually appears locked up with the brand's established date.
Fit for a new era
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The recognisable parts of the brand's original icon were the stripes, colours and rounded shape. In line with the rationalist approach to the pack architechture, I reduced the icon down to its essence, creating a simpler, stronger and more digital-friendly version.
Bulmer's younger sibling
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The bold new architecture I created for Bulmers really earned its stripes when the client wanted to launch a younger, more rebellious brother brand called Outcider.
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The vertical box and horizontal bands kept things recognisably Bulmers, allowing the wild colours of Dublin street artist James Earley to shove the architecture into edgier territory.
