Our team developed Angry Orchard from the ground up to quickly become the fastest growing hard cider at the time. The compelling brand story and engaging packaging skyrocketed sales of Angry Orchard to upwards of 10% of the company's portfolio.
Work completed at Pilot.
Chris Ford – Creative Direction
Greg Titus – Illustration
Himanshu Sharma – Illustration
The Boston Beer Company needed to relaunch their Hardcore Cider brand to attract a larger, more diverse audience. With sales comprising less than 2% of their portfolio and a predominantly female consumer, a compelling brand story was needed to revitalize the product.
As the cornerstone of the Angry Orchard story, the logo drew inspiration from inscribed typography into a wooden sign. The angular nature of the typeface gave the wordmark an edgy feel, helping to position the product for both female and male consumers.
After the branding and main-line packaging was completed our team began on Angry Orchard's premium ciders. The brand story was further expanded to include other characters, Strawman, Iceman, and The Muse. For added storytelling each character accented by an animal companion and was illustrated within an ornate crest.
Custom typography, inspired by hand painted apple crates, was drawn for each character. The type included handtooled and shadowed styles for various applications and decorative uses.