Responsive: Orchard Pig

So for the collaborative part of their responsive we were asked to make a few slides that represent us. The idea was for all the animation, illustration and graphic design students to showcase their work and what brief they were interested in. I presented my slides how ever I was not available to show up at the meet and greet part of the thing, so I missed out on a pretty crucial part of the collaboration. Since nobody approached me afterwards I emailed Mike asking if anybody still needs a partner and apparently Wing needed a partner so we paired up. On our first meeting we went through the briefs and discussed which one we want to pick. Wing had no strong opinions about any of them so I suggested the Orchard Pig because it seemed playful, fun and it did not ask for any specific deliverables so it gave us a lot of creative freedom. So we did some research and went through the brief:
What do we mean?

Based on the background, history and current position of Orchard Pig we believe it is the only ‘craft beer’ like cider in the market today (craft liquid credentials, modern positioning and tone of voice) – this needs to be amplified in an integrated campaign across Communications, Packaging, Point of Pour, Point of Sale and Innovation.

Background and Context

Hog History: Orchard Pig’s Home in West Bradley Orchards is well and truly rooted in Somerset’s cider-making history, dating back to the 1850s, and W.T. Allen’s award-winning Somerset cider.

Orchard Pig: Started in the noughties…just outside Glastonbury when Andrew and Neil were enjoying their home-made cider and hog roast with friends….

The Creative Challenge

Your challenge is to tell, inspire and engage consumers and customers with our brand and what it stands for – Bold, Mischievous, Inclusive, Rooted in Somerset. We want this to be an integrated campaign, so we are keen to see how your ‘Pig Idea’ comes to life in more than one channel or medium.

Target Audience

Everybody and anybody that espouses the same values as Orchard Pig – Generation Z, no demographics apply.

Our Principles

• “Stay rooted” is what we say to the world.

• We appreciate simplicity…and cider.

• We like to poke fun at the world and ourselves…and each other.

• We are ALL about the cider…

Our Values

BOLD
Dare to be different

CIDER
It’s all about the cider

ROOTED IN SOMERSET
Proud of where we are from

MISCHEVIOUS
A catalyst for more fun

SIMPLE
Simple brand and simple product

INCLUSIVE
For anyone and everyone

Some Context

Most cider makers have a family name on the label and/or a picture of an apple…or a tree. We have a pig. We are relatively new to the industry. This gives us license to do things differently…

White wine and red wine are not marketed as different industries, why should cider and beer be?

Beer and cider are both ‘long alcoholic drinks’ consumed from bottles and pint glasses in the same places on the same occasions. The making process between beer and cider is very different (cider is far more like wine making), and the manufacturers control the message… cider makers and beer makers do very different things, but we don’t care about them and are focused on our consumers and customers…so more like a craft beer than a craft cider it is then.

History

Orchard Pig’s home in West Bradley Orchards is well and truly rooted in Somerset’s cider-making history, dating back to the 1850s and W.T. Allen’s award winning Somerset cider... and Orchard Pig have carried on that fine tradition.Who knew… apples from Somerset Orchards make the best tasting cider. Following this happy discovery Orchard Pig arrived out of a shared thirst for great cider, great food and Old Spots, the original Orchard Pigs.

After we checked out their website  we noticed that they are very playful with the way they present information and surely enough all of it is pig themed. So we decided to work around pigs and farm themes. And from their website design we noticed that they have a very fun and contemporary look but hinting for rustic and farm like.