Design Challenge and Objective
This project was a personal project where I challenged myself to rebrand Merridale, a craft cidery and distillery on Vancouver Island, BC.
During my time in Vancouver, I discovered this brand and enjoyed their product, but found there was a disconnect between who they are and how they are perceived. Looking at their current branding you would assume that they are a sugary, unhealthy, commercial cider when in reality they are a craft cidery and distillery that are organic and use locally sourced ingredients.
An other problem with their current branding is that their packaging is not cohesive from product to product. Looking at a few of their products packaging, it isn't immediately obvious that they all belong to the same company, and they all seem to be reaching out to different audiences.
Solution
My proposed branding is that they focus on three key things, that they are artisanal, pure and lively.
The artisanal is seen in the hand made feel of the logo. Purity in its simple, clean sans-serif wordmark, and organic shape of the logo which still pays homage to their roots. Lively comes through with a colourful, but natural colour pallete, as well as with the use of a pattern derived from their logo. With the use of natural colours, craft paper, and muted but engaging imagery, I believe that my rebranding would enable Merridale to better communicate their core values which in turn would increase sales to a growing market for quality craft drinks.
Current Logo
Rebranded Logo
Website
Current Packaging
Redesigned Labels
Service Booklet
Credits
Design, branding, new logo and patterns by Mariah van Kessel
Text in website and booklet mockups from merridale.com
Photos of Merridale from Merridale's Pinterest
Other stock photography sourced from pexels.com
Text in website and booklet mockups from merridale.com
Photos of Merridale from Merridale's Pinterest
Other stock photography sourced from pexels.com