Ana Sendra

Crafting a new identity: Press Cider

Innis & Gunn Site

Visuals

Innis & Gunn, one of the most successful craft breweries in the UK, is renowned for its originality and premium products. As part of a speculative project exploring growth opportunities within the cider market. Innis & Gunn’s brief presented us with the challenge of designing a cider range that would not only align with the brand’s ethos of originality but also convey a sense of premium quality.

The new cider range needed to feel distinctly “Innis & Gunn,” meaning it had to adhere to the brand’s tone of voice, visual identity, and commitment to craftsmanship. Our task was to create a product that resonated with both existing Innis & Gunn customers and potential new audiences within the premium cider segment.

Assembling the Team

Assembling
the Team

The project team comprised diverse roles, each contributing to different aspects of the project:

Cameron Lenton

Presentation
Animation
Concepts

Amy Rainey

Competitor research
Mood boards

Rafia Mahmood

Social media research
Mood boards
Mock-ups

George Dunlop

Cask maturation research
Flavour profiles

John Robertson

Art direction
Copy writing
Presentation deck

Robbie Eason

Project coordinator
Mock-ups
Presentation

George Dunlop

Cask maturation research
Flavour profiles

John Robertson

Art direction
Copy writing
Presentation deck

Project coordinator
Mock-ups
Presentation

Javier Escarabajal

Presentation
Animation
Concepts

Amy Rainey

Competitor research
Mood boards

Rafia Mahmood

Social media research
Mood boards
Mock-ups

George Dunlop

Cask maturation research
Flavour profiles

John Robertson

Art direction
Copy writing
Presentation deck

Robbie Eason

Project coordinator
Mock-ups
Presentation

My responsabilities

As the project planner, I was responsible for organising the team’s workflow through the Gantt Chart, managing early research sections, and assigning responsibilities using Mural. I also designed user personas based on the target audience that Innis & Gunn had in mind, focusing on addressing their pain points through "How Might We" statements. My role included creating mock-ups of the bottle designs and actively participating in the decision-making process to ensure that our solutions aligned with the brand’s values.

Bottle and Visual Design

At every stage, we questioned whether our designs were true to the Innis & Gunn brand, premium quality, and originality. We opted for a traditional 500ml brown bottle, which conveyed a sense of heritage and premium quality. The label design was kept minimalistic, using a single colour for a bold, original look that stood out while maintaining brand consistency.

Typography and Illustration

The typeface “Plaster,” a modern stencil typeface inspired by the Innis & Gunn logo, was selected to reinforce the brand’s visual identity. Initially, we considered illustrations that played with the concepts of “pick,” “peel,” and “core,” but these didn’t quite align with the brand’s aesthetics. Instead, we moved off-screen to create textures using a photocopier and cardboard, eventually crafting a simple, charming apple illustration that felt more human, custom, and true to Innis & Gunn’s craft ethos.

Development Process

Our goal was to create a new cider range that embodies the brand’s core values: originality, premium quality, and a distinctive Innis & Gunn identity. we aimed to design packaging and branding for a new cider product that would seamlessly integrate into Innis & Gunn’s existing portfolio, while also standing out in the competitive premium cider market.

Naming the Product

We brainstormed approximately 120 names before settling on “Press,” inspired by the cider-making process, where a press is a crucial tool. This name encapsulated the product’s connection to traditional craftsmanship, fitting seamlessly within the Innis & Gunn brand narrative.

Crafting the Flavours

Colour Palette

The colour palette was inspired by the flavours and ingredients. A pale green represented the Original cider, reflecting the fresh, crisp nature of apples. Rusty Orange and Scarlet Spice featured rich, vibrant tones inspired by their cask maturation processes, contrasting effectively against the brown bottle.

Bottle and Visual Design

Typography and Illustration

Colour Palette

Crafting the Flavours

Original – a classic cider.
Rusty Orange – matured in a Calvados cask, with a caramel tone.
Scarlet Spice – matured in a Demerara rum cask, with deep, rich spices.

Final thoughts

Future benefits
& impact

This project was an exciting opportunity to work with a real client, despite its speculative nature. The three-week timeline, with only six days of collaborative work, highlighted the importance of careful planning and clear communication. We learned that while equality within the team is valuable, defined roles and leadership are crucial for efficient decision-making. Our response to the brief was timely and well-received, with positive feedback that underscored the effectiveness of our design approach. The final product, “Press” cider, successfully met the challenge of fitting within the Innis & Gunn brand while offering something original and premium in the cider market.