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Sometimes revolution is about unearthing the past; so it was with Golden Cap. Finland’s oldest cider brand was in need of a dramatic rethink to make it more accessible to a younger audience, without alienating the brand’s core consumers. The existing design looked old-fashioned, lacking visibility in the fixture and relevance to the target audience. Sales were falling off fast.

For its 51st birthday, we treated the drink to a radical overhaul. Searching the brand’s archives for historic equities that could be revived and repurposed, we uncovered a beautiful logotype and crown cork device. These two elements were refined and brought together to create a relevant and ownable brand identity, complementing a striking new design system that shouts from the shelves.

Our Golden Cap identity failed twice in research. But both ourselves and Sinebrychoff believed in the concept and we stuck with it anyway.

Fearless persistence paid off – the new look sparked a dramatic 12% sales uplift, propelling Golden Cap back to the No. 1 spot and kick-starting a Finnish cider revolution by growing the entire cider category by 5.1%.