Tutu Cider

Tutu Cider

Brand Strategy
Core Design

We celebrated the beauty of ugly apples by creating a brand identity as deliciously intriguing and creative as the product’s fruition. When a storm ripped through an orchard in Motueka, the owners had two choices - discard the bruised and battered, or embrace the opportunity of imperfection by creating a cider born of thunderstorms and sunshine.

We crafted an honest, ‘hands on’ visual identity to represent the nature of the growers. The hand-written typography passionately tells the brand story, while the apple silhouette represents that the ingredients (while a bit weather beaten), were still perfectly tasty - if not with the added flavour of resilience.

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