ABOUT

Identifying an opportunity in the RTD (ready-to-drink) category for a new product with an apple wine base, established US hard cider brand Angry Orchard developed a range of boldly flavored canned cocktails aimed at those who break the rules. Having previously worked with brands from parent company Boston Beer Co.s' portfolio, Vault49 was asked to collaborate on this exciting new launch.

As a brand, Angry Orchard already had a distinctive attitude. With a maverick mascot in its tree character and a stylized illustrative approach to design, we had the ideal creative playground to work in. The challenge was to balance the rebellious spirit of the masterbrand with the more refined world of cocktails.

Taking an invitational approach, we re-drew and crafted the iconic tree, placing it front and center on pack. Creating bespoke illustrated cocktail serves for his gnarly outreached hand, each one comes in unique glassware to complement the flavors of the drink inside.

Maintaining brand equity was important, so we also incorporated the iconic hanging apple above the crafted wordmark, with the branches acting as a framing device. It’s Angry Orchard, but with a new twist.

Our bold approach to the color palette took inspiration from the cocktail serves and existing category cues, simultaneously complementing Angry Orchard’s broader portfolio. Whether seen as individual cans or boxed up in multipacks, the result gives these dangerously good drinks stand real out on the RTD cocktail shelf.

When it comes to cocktails, basic just doesn’t cut it anymore. We've given Angry Orchard’s new canned cocktails a crafted design that represents the brand’s unique personality, while also making a statement in the RTD category.