Hornsby’s given new brand ID by Blue Marlin

Global brand design agency Blue Marlin has given Hornsby’s hard cider a new brand identity via its packaging following the producer’s recent acquisition by C&C Group. The new design can now be seen on shelves across the US.

Blue Marlin’s New York studio was challenged with crafting a revolutionary new design that would capture the 15 year-old brand’s essence while cutting through the recent surge of competitors entering the hard cider market. The new identity also needed to break down barriers between beer and cider drinkers and bring the budding hard cider category into the American mainstream.

Blue Marlin designers landed the big idea of “The Outcider” to guide the creation of Hornsby’s new packaging. “The Outcider name represents bravery, independence, and fearlessness of being different. At the same time, the idea captures the spirit of adventure – a quality founder George Hornsby was known for – that was inherent in the brand.“

C&C Group allowed Blue Marlin the freedom to completely overhaul the brand’s previous packaging. To visually represent its new identity, the agency made heavy use of the colour white, which is a significant departure from the navy

blue previously used, to achieve maximum impact on shelves. The Hornsby’s rhinoceros, which underscores the boldness associated with being ‘The Outcider,’ was elevated to brand icon status and redesigned to have a more contemporary, masculine look.

“Our partners at C&C Group were willing to be brave and allow us to truly revolutionize the brand. We wanted to push Hornsby’s into new territory and were lucky enough to work with clients who were willing to take that journey,” remarked Ben Cleaver, Blue Marlin’s managing director.

3 May 2013 - Felicity Murray