Angry Orchard Hardcore is a sub-brand released in 2022, with a higher ABV content than the standard cider. Following the cider hitting the shelves, the Angry Orchard team decided to redesign the packaging, in order to increase on-shelf recognition, and begin setting the visual identity for the Hardcore sub-brand.
Along with making the brand recognizeable, another designer on the Angry Orchard team re-interpreted the iconic tree, illustrating it in a more graphic style. We incorporated these two things together, along with the Dark Cherry Apple flavor notes to develop the new packaging.
I did a bunch of color explorations, playing with ideas of different times of day, fantastical color palettes, and more muted tones to define the Hardcore identity.
While exploring color, I also played around with layouts of the title typography, while we decided the best way to communicate that this product was a twist on the classic Angry Orchard Hard Cider.
Settling on a dusk-like color palette, the Angry Orchard team decided that a red tree would visually define the Hardcore sub-brand. I am so thankful to have worked with an incredible team to teach me so much about packaging design, walking me through the whole process.
