Established in 1993 as Les Vergers de la Colline (“The Orchards of the Hill”) in Sainte-Cécile-de-Milton, Quebec, the newly renamed Cidrerie Milton is a family-owned business — now in its 4th generation — that dates back to 1927 when it began as a family apple orchard, steadily growing into a successful apple provider to the region and then into making products out of its apples, including cider. Their signature offering, called Cid, is available in four varieties and is sold throughout Quebec, Spain, and parts of the U.S.. Earlier this year, with the name change, Cidrerie Milton introduced a new identity for the company and new packaging for Cid designed by lg2.
For the cider maker’s new identity, the creative team chose colours inspired by the cider maker’s heritage and the raw material itself - green - and its boldness - a bright, solid orange. The objective was to equip the company, who is a leader in Québec’s cider industry, with the winning conditions to catch the consumer’s eye with a distinctive and easily recognizable brand and products.
The old logo was very awkward, with a weirdly drawn apple that had a floating stem and some kind of revolution-communism-power-to-the-apples star in the center holding odd-shaped seeds. The small condensed wordmark underneath had no visual relation to the apple and it didn’t quite match with their cute, provincial, rustic headquarters.
The new logo foregoes any apple depiction since now the name — Milton Cidery — communicates that this has to do with apples and while the new logo says nothing specifically about apples or ciders it’s damn pretty and positioned more like a winery than a produce provider. The wordmark is typeset in a customized version of TT Drugs Condensed — odd name, I know — that is also used as the main identity typeface. The logo is not the most original or interesting but it certainly establishes an elegant, high-end mood.
The applications, in a fresh combination of dark green and orange, are all beautifully designed with a great balance of big typography, rustic photography, and a nice accent in the round seal.
“For Cid, we created a style that manages to be both classic and fun. Four illustrations featuring an animal and apple come to life on the packaging in a comical way. Again, we pay tribute to the company’s boldness while effectively speaking to a younger target,” underlined David Kessous, Creative Director, Design at lg2.
The old Cid packaging was very weird, with a heaviness to it that didn’t convey the lightness and fun-ness of drinking cider. The kegs were almost more like car oil packaging. The new bottles represent exactly the kind of lightness and fun-ness I was mentioning… perhaps now turned up to 11 with the introduction of a range of illustrations showing animals doing unexpected things and with apples around them. I don’t know what they have to do with anything but they certainly stand out. The new “Cid” script logo is okay, perhaps a little clunky, but it pairs nicely with the illustrations. I’m not sure the serif typography for the varieties is quite right but its thick-thin contrast provides a good balance with the illustrations. The orange label on the neck and the orange cap are the perfect accents. The one aspect where they get an F is in the Cuivré variety where the illustration has simply been inverted so what are meant to be shadows are rendered as white, which is a no-no.
Overall, this a great redesign, with the company identity elevating its status to a destination and the Cid packaging shifting the product to being a unique offering.