Robot Food recently rebranded Hawkes, following BrewDog's acquisition of the brand. Robot Food was appointed by Hawkes to tap into the mindset of the craft drinker and put cider on the craft agenda. The agency aimed to parallel the craft beer category by rejecting cider's typical 'farm grown' cues and build on Hawkes' existing assets.
"By bringing 'Eddie' the skull to the forefront of the design, Robot Food created a recognisable beacon to find on shelf and at the bar," stated Chris Shuttleworth, senior designer at Robot Food. "The naming strategy for 'Dead & Berried' and 'Doom & Bloom,' amplifies brand attitude with an urban edge, incorporating flavour notes, while the name 'Urban Orchard' was retained as a nod to the brand's history. We wanted to shape a brand that reflected the mission of the guys behind it. The result is iconic, recognisable and brand proud, a design that carves a new path for craft."
An illustration style was developed, rooted in counterculture to tie the range together. The addition of color adds depth to each product, meaning the illustrations pop against the black backdrop of each design.