Main Ridge is a relatively new Cider Company based an hour from Melbourne on the Mornington Peninsula. They make apple and pear cider with intentions of launching a new cherry flavour. wildminds was engaged to create a new brand positioning and visual identity.

Brief
Our brief was really quite simple: create a cider brand that would stand out and have some character. It needed to reference “intense” flavour, the Peninsula, look natural but most of all “sell bloody’ cider”!

Solution
Most ciders have some version of an apple tree on their label. Our brief was to deliver something different. We decided to focus on the orchard farmer and his quest to find fruit with ‘big’ flavour. We also wanted some character and were inspired by old pen-and-ink illustrations of the 20’s and the humorous way they portrayed the stories of their time.

Given Main Ridge is surrounded by stunning vistas of rolling green hills and fresh clean air, the idea of an orchard farmer searching this land for fruit with ‘big’ flavour was appealing. It was whimsical, fairytale-like and romantic. It had loads of character and celebrated the farmer and his quest. So hence the idea of ‘big’ fruit was born.

We felt we needed to look internationally for the right illustrator capable of creating the scraper board/pen and ink images we wanted and after much research engaged William Web from the UK. From the initial sketches we received, we knew William’s illustrative style was a perfect fit. Having created bespoke old-skool logotype for the identity, we developed a brand positioning and tone of voice which was brought to life with some irreverent humour through a series of limericks. A little silliness to make you laugh while you enjoy your cider.