Bulletproof designs latest Strongbow variant

Cider brand Strongbow is launching a Dark Fruit variant next month with packaging designed by international brand design agency Bulletproof.

Bulletproof were awarded the project by Strongbow brand owner Heineken in October 2012 based on the strength of their existing relationship with the Strongbow UK brand team.

Commenting on the project Lucy Harman, Strongbow UK brand manager said: “The packaging designed by Bulletproof, fits into the new look introduced by the brand redesign of June 2012. The Dark Fruit look is a natural evolution, introducing a more premium, sleek and understated style. Overall the design retains the power and masculine pride of the parent brand, but introduces an intriguing new variant for a new generation of cider drinkers.”

Tony Connor, Bulletproof creative director adds: "Strongbow Dark Fruit heralds a new era in the evolution of the Strongbow brand. In a sea of premium flavoured cider we wanted to create a credible, accessible option for Everyday Cider drinkers with a powerful, masculine positioning. The matte charcoal finish ensures masculine cues, while remaining inherently Strongbow through our distinctive architecture and branding."

Strongbow Dark Fruit will initially launch a 440ml can with 10 x 440ml can multipacks available in the off-trade from June 2013, followed by 500ml glass bottles from mid August.

Bulletproof are Strongbow ‘brand guardians’ and were responsible for the redesign of the core Strongbow range as well as the packaging design for the Strongbow Pear variant, all of which launched in 2012

Strongbow Dark Fruit is the second new variant to launch in so many years, following the successful launch of Strongbow Pear last July.

Strongbow Dark Fruit is a 4% flavoured cider, with a crisp Strongbow base cut with blackcurrant and blackberry.

29 May 2013 - Felicity Murray