Westons Cider is unveiling a new corporate brand identity to reflect the changes the business has undergone over the last seven years and support its plans to grow the business by 40% by 2023, to reach in excess of £85m.
In the last seven years the business has invested £15m into infrastructure and capacity improvements. Westons Cider has secured 1200 acres of new cider orchards, meaning it will continue to be able to source 90% of its apples from a 40-mile radius of its Much Marcle site. In addition to having the largest collection of oak vats in the UK, Westons Cider has increased its storage vessels to 164 and presses to six, invested in new bottling lines, and most recently, 6000 new kegs.
Geoff Bradman, Westons Cider’s commercial director, said: “Growth will come from developing our business both in the UK and internationally, and through our upweighted investment into our new generation brands such as Mortimer’s Orchard, Mortimer’s Orchard English Berry, Rosie’s Pig and Caple Rd, as well as other NPD which we have in the pipeline.
“To reflect our investment to date and support our growth ambitions, it was clear that we needed to update and upweight our corporate branding, to premiumise, energise and modernise it and bring it in line with our brand portfolio of premium quality ciders.
“We are therefore launching a new corporate logo and positioning which will be rolled out from the end of October across all consumer and trade touch points, such as our packaging and fonts, point-of-sale material, Westons Cider lorries and a new website, as well as internal branding within the business.”
The new logo follows a year-long design process which involved consumer and trade research, stakeholder interviews and consumer focus groups to establish what Westons Cider means to them and what the design needs to represent.
The new logo states ‘Herefordshire’, ‘Westons’, ‘Cider makers’, ‘1880’, and combines a premium dark blue colour with gold foiling to highlight the quality, contemporary element. The new colour scheme reflects the brand’s traditional, quality cues, but also acknowledges its important position as a leading, contemporary English cider maker.