The Henry Westons range of traditional premium ciders has been given a new look with brighter and simpler packaging and fonts.
Introduced at the start of October, it is intended to appeal to a broader consumer group while reinforcing its premium positioning.
It runs across the entire range which includes Henry Westons Mulled Cider, Still Country Perry and Family Reserve Still Cider fonts in the on-trade as well as Henry Westons Vintage Cider, Vintage Perry, Medium Sweet Cider and Medium Dry Cider in 500ml bottles.
It follows detailed consumer research with existing and potential Henry Westons consumers during autumn 2013 which found that the current design was “liked but a little tired”, concluding that it should be refreshed not rebranded.
The new look brings forward the portrait of Henry Weston, Westons’ founder, to tie Henry the man closer to the brand name, with a new sepia tone to reinforce the brand’s rich heritage which dates back to 1880.
“Herefordshire Cider” now surrounds the image of Henry to reinforce the provenance of the cider while Henry Weston’s signature provides a stamp of authenticity.
Updated Victorian-style etched fruit imagery reinforces the heritage of the brand while “Henry Westons” now works as a standalone logo on a scrolled ribbon. The simplified messaging with a reduction in the number of fonts used helps create better stand-out.
Matthew Langley, senior brand manager for Henry Westons, said: “Our new-look packaging will attract a broader range of consumers while also helping them to engage more with the brand, through its simpler messaging and more premium feel.
“Our research showed that gold should still be used to create a premium feel. However, the new packaging moves away from the current brassy gold to something much more premium.
“Likewise, the portrait of Henry Weston is now closer to the brand name to help reinforce the brand’s rich heritage and authenticity cues.
“Feedback in trade so far has been exceptionally positive and we are looking forward to introducing it to consumers.”
Henry Westons is one of the heritage brands of H Westons & Sons which has been producing traditional English cider in the Herefordshire village of Much Marcle since 1880 and is now run by the fifth generation of the Weston family.
Westons makes a broad range of ciders for the premium cider sector with its other key brand groups including Stowford Press, Wyld Wood Organic Cider and Old Rosie.