H Weston & Sons saw sales of its premium organic cider ‘Wyld Wood’ fall steadily following the recession, as consumers became more price conscious. This led to a packaging redesign in 2011 which failed to have the desired effect, causing the client to make the brave decision to redesign yet again in 2012. A more consumer informed approach was taken this time, which highlighted the need to create a more engaging, lively and attractive brand that told the story of the drink, and focused less on its organic nature. The redesigned label gave the product greater shelf presence, while also subtly positioning it as a premium everyday beverage made by cider experts.
The result was incremental sales of £230,136 during the year after the new design hit the market — a 17% year-on-year value increase in contrast to the -5% decrease seen during the previous year. The product’s rate of sale also surged dramatically by 43%.