As the bubbly apple cider burst into instant popularity, Somersby quickly identified the need for a future direction for the brand. The Somersby brand opened a new market in Denmark for refreshing cider beverages. To keep the position in front of the competitors, a guideline was developed that embraces all elements linked to the brand. Elements such as packaging, POS and Communication.

The original Somersby brand was built around a single flavor; apple.As the number of flavours grew, the brand guideline needed to be more versatile. We approached this challenge by updating the brand elements and its color usage. The apple cider’s base color was darkened to sharpen the overall look and the new Pear flavour was set in a lighter universe. All logos where updated as well to fit the growing family of ciders.

KP2 ended up producing a coherent brand guideline for everyone working with Somersby as well as a package of updated elements for future development of the brand.

For more information, please contact head of consumer brands Ronnie Greve, .