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Heineken launches premium Belgian cider range

Cidrerie Stassen is a new premium range of ciders from Belgian craft cider producer Famille Stassen. Brand owner Heineken International appointed international brand design agency Bulletproof to create the brand identity and packaging design

Léon Stassen founded his Maison de Cidre in 1895 in the Aubel valley and four generations on, the craftsmen of Famille Stassen are still creating ciders made only from the most select apples and refined family recipes. Bulletproof were briefed to bring to life the heritage of cider craftsmanship that is synonymous with Famille Stassen, through the branding and packaging for the new Ciderie Stassen range.

Commenting on the design, Bulletproof says: “The Stassen family had such amazing heritage and a great story that was begging for a creative idea. After exploring a range of creative territories, we landed on the concept of a Stassen family apple tree - the perfect vehicle to convey the craft and expertise that has been passed down through the generations.”

Drawing inspiration from Belgian Art Nouveau - which was gathering momentum at the time Léon Stassen founded the brewery, Bulletproof created branding that features the Cidrerie Stassen ribbon elegantly wrapped around a beautifully sculpted Stassen family apple tree. The colourways on the branding flex to differentiate the Cuvee Rosé and Cuvee Brut variants as more the premium products in the range. The date the company was founded and the names of the four generations of master brewers are nestled within the branding, proudly reinforcing the brand’s heritage.

Bulletproof adds: “We turned the conventional cider occasion on its head by creating a range of elegant and sophisticated bottles with real table appeal that reflect the premium quality of the products. Each bottle features an embossing detail on the shoulder showing the date the company was founded as well as a Stassen family crest on the neck label and brand monogram on the seal of the bottle.”

A full visual identity system was created to communicate the Stassen brand story of artisan craftsmanship and natural elegance to invite consumers into “the wonderful world of Stassen”. The suite of brand assets reinforces the brand story across communication touchpoints.

Kasia Gebala, cider marketing manager at Heineken International adds: “With the rising popularity of cider globally, we saw an opportunity to launch a premium cider brand made by one of the finest cider producers in the world, appealing to a discerning connoisseur looking for a truly authentic, quality craft beverage with real heritage. Bulletproof has perfectly captured all the authenticity, sophistication and the uniqueness of the Stassen spirit in the new Ciderie Stassen range.”