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Mad Apple Brand Book
- 1. MAD APPLE A Brand and its Identity Noah Delin Erin Smith Georgie Morley
- 3. Contents 1... What is Mad Apple? 2... 3... 4... 5... 5... 6... 7... 7... 8... 9... 10... Brand Promise About Mad Apple Situational Analysis Consumer Accepted Beliefs Why Mad Apple is Different Brand Philosophy Mission Statement Vision Target Market Target Market Images Competitive Analysis 13... The Mad Apple Visual Identity 14... 15... 16... 17... 18... 19... 20... 21... Inspiration & Tone Logo Acceptable Use Unacceptable Use Brand Colors Typography Letterhead & Envelope Business Cards 23... Examples of How the Mad Apple Brand is Used 24... 25... 26... 27... 28... 29... 30... 31... 32... 33... 34... 35... Bottle Labels Six-pack Design Mad Apple Jars Mad Apple Growler Keg Handle & Bottle Opener Apparel Signage Website Mobile Website Facebook Twitter Advertisements
- 5. What Is Mad Apple? 2... 3... 4... 5... 5... 6... 7... 7... 8... 9... 10... Brand Promise About Mad Apple Situational Analysis Consumer Accepted Beliefs Why Mad Apple is Different Brand Philosophy Mission Statement Vision Target Market Target Market Images Competitive Analysis 1
- 6. Mad Apple Hard Cider delivers the authentic flavor, experience and values of traditional west country hard cider with simplicity. 2
- 7. About Mad Apple Meet Mad Apple Hard Cider. We’re a band of ragamuffins on a mission to serve the United States some seriously hard cider as they do in the West Country. We’re adventures, makers, doers, farmers, owners, creators, thinkers and builders. We can be a bit rough around the edges but that’s because we don’t stray far from the farm. We embody and embolden the underdog. We love our villages, our towns, our cities and our homes and we promise to stay true to our underdog roots no matter what. That’s a promise. So what are we drinking? Cider. Pure and simple. This isn’t the soft stuff you’re used to. Our scrumpy will grow hair on your chest. Tired of the same old lager? Not looking for yet another craft IPA? We felt the same way. But when we reached for your cider it failed to knock our socks off, and well we’re not a fan of socks (see, we come from the country). You might have noticed it’s not pretty and clear. That’s what makes it good, scratch that, amazing. We’re a transparent brewery that makes the cloudy brew. We only use the highest quality locally grown apples ensuring that what you’re drinking is never too far from the earth. 3
- 8. Situational Analysis The alcoholic market is changing considerably to favor craft beers and underrated brands. There is an increased demand for food and beverage products that have no artificial colorings, flavors, and additives and are suitable for gluten free, vegan, and other specific diets. As there are more options and variety appearing in every market, many people are seeking a more simplified experience and options when shopping. Mad Apple is one of the only scrumpy-style hard ciders in the American market. It has a simple design, consistent taste, and breaks the mold of American ciders through its strategic positioning. We know that everyone has a different taste and many brands will create numerous options of their product to appeal to each taste. The problem is, you can never please everyone. So we’ve found our target market, and they’re looking for a harder cider. We don’t have added sugars or flavoring, we’re simply working with mother nature herself to serve a harder cider and make our people happy. 4
- 9. Consumer Accepted Beliefs In the current market for alcoholic beverages, most consumers abide by the belief that drinking hard cider is more ‘feminine’ than beers and hard liquor. They reach for a beer because hard ciders don’t have an image that’s as ‘cool’ or ‘manly’ as beers. Additionally, most ciders sold in the United States have a low alcohol content and are typically sweetened or ‘too sweet’ to most consumers that seek minimally sweetened alcoholic beverages.Ciders are rarely as advertised, available, and as easy-tofind as beer. Why Mad Apple is Different Our cider company offers a product unlike any other cider company. While most ciders are filled with sugar and calories, ours is not. Our cider is brewed in the way of the traditional west country of Europe- it’s called “scrumpy.” This brewing style gives our cider a unique taste, and a much higher alcohol content than any other standard cider or beer. Basically- we’re the moonshine of the cider world. Our product will also differentiate itself from our competitors by having multiple flavors. We’re apple people, and we understand that all apples taste differently- and our cider flavors will reflect that. Lastly, our packaging is an experience in its own. Our product will be sold in uniquely shaped bottles, as well as growlers. 5
- 10. Brand Philosophy One experience Ciders come from many different cultures and walks of life. Most cider brands will create a variety of ciders to fit every kind of beverage drinker. Our goal is to create a consistent product with consistent quality and taste so that when a customer picks up Mad Apple Hard Cider they know exactly what to expect – and won’t be disappointed. Authentic taste Our ciders have no additives to alter the true taste of a ripe and ready apple that makes our hard ciders different. The distilling process preserves the qualities of the freshest, hardest scrumpy-style apple cider. Engaging product Hard cider shouldn’t be an afterthought. Our mission is to create a cider with all the best qualities and give it a second chance among non-cider drinkers. The cider, packaging, and brand image all reflect a unique hard cider that’s a little madder than the rest. 6
- 11. Mission Statement The mission of Scrumpy Hard Cider is to distill unique, high quality ciders that provide our customers with an authentic West Country experience wherever they are in the world. Vision Quality and authenticity are at the heart of every batch of cider and will never be compromised. Our commitment to our customers and communities will remain our highest priority leading us to act with integrity with every decision we make. 7
- 12. Target Market Primary audience: 21-35 yr old males and females. Secondary audience: 36-60 yr old males and females Mad Apple drinkers are: • • • • • • • • 8 Not exclusive wine or beer drinkers People that are willing to try something new- to potentially establish their alcoholic beverage ‘niche’ Men that enjoy the taste of cider but are wary of becoming consumers due to the overly feminine image of ciders Women that are not drawn to sweet alcoholic drinks, or feminized alcoholic beverages such as Mike’s Hard Lemonade, Smirnoff, and wine coolers. People that enjoy spending their free time outdoors, by bonfires, and being active People that love traveling and have tasted the ‘scrumpy’ style ciders in the West country People that are conscious of added sugars and chemicals in what they eat and drink Looking for a simplified message and product in whatever they purchase
- 14. Competitor Analysis Argus Cidery (Reserve) Old Mout Cider Positioned as high class, distinguished ciders. Ingredients are MIA 4-6% abv 10 J.K.’s Scrumpy 22 oz/about $7 Ingredients: apple juice and yeast Unflitered 6.9% abv 750ml/about $10 Sweet/artificial tasting Has many different ciders made from fruit Sold mainly in New Zealand and Australia 8% abv
- 15. Portland Cider Company Strongbow Dry Cider Positioned as personable, fun, and basic ciders with personality. Ingrdients: Apples 4-6% abv 4 - 16.9oz / about $10 Positioned with masculine image. Ingredients: Apples, Sugar, Sweetener, Cochineal (Crushed insects) 4-5% abv Woodchuck Hard Cider (Farmhouse Select, Original 91) 6 - 12oz bottles / about $6 Offers less flavored in addition to bold, dry ciders Ingredients are MIA 6.9% abv 11
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- 17. The Mad Apple Visual Identity 14... 15... 16... 17... 18... 19... 20... 21... Inspiration & Tone Logo Acceptable Use Unacceptable Use Brand Colors Typography Letterhead & Envelope Business Cards 13
- 19. Logo The Mad Apple logo embodies the excitement and energy of the brand. The Mad Apple icon clearly illustrates the rough intense flavor of our premium hard cider. The “MAD APPLE” type is bold and clear to balance the icon’s detail. CLEAR SPACE: The clear space around the MAD APPLE logo is equal to the height of the “M” in MAD to ensure the logo is positioned clearly. 15
- 20. Acceptable Use The MAD APPLE can be displayed in full color, black, white and the brand’s primary palate of brown, green and red. The logo can be displayed in white over a darker image if the contrast is high, as illustrated below. 16
- 21. Unacceptable Use The MAD APPLE logo should not be altered in any way. While the apple icon can be used separately from the “MAD APPLE” type, the type may not be used without the icon. The colors, organization, transparency, and effects of the logo should not be altered in any way. THE HARDER CIDER THE HARDER CIDER THE HARDER CIDER THE HARDER CIDER THE HARDER CIDER T HE H D AR ER D CI ER MAD APPLE TTheH A R D E R Cider H E Harder C I D E R 17
- 22. Brand Colors BROWN GREEN RED CMYK: 50 70 80 70 RGB: 60 36 21 PMS: 476 HEX: #3C2415 CMYK: 90 30 95 30 RGB: 0 104 56 PMS: 349 HEX: #006838 CMYK: 30 100 100 45 RGB: 114 15 17 PMS: 1817 HEX: #720F11 18
- 23. Typography Bebas Neue, with adjusted kerning, is used as the primary type face for all headlines in packaging, and brand collateral, digital and printed. Nexa Bold in all caps is used as the secondary headline font. Nexa light in caps and lowercase is used for all other longer body copy in both print and digital applications. NOTE: the font used for “MAD APPLE” is custom, and can only be found by cmopany employees b ebas N U E A B C D EFG H IJ K LM N O PQ RST U VWXYZ (?,.!@#$%^&*-) 1 234 5 678 9 0 NEXA B OLD ABC DEF GHIJKLMN OPQR ST UVWXYZ (?,.!@#$%^&*-) 1234567890 Nexa Light ABC DEF GHI JKLMN OPQR ST UVWXYZ abcd efghijklmnopqrstuv w x yz (?,.!@#$%^&*-) 1 234567890 19
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- 27. Examples of How Mad Apple Branding is Used 24... 25... 26... 27... 28... 29... 30... 31... 32... 33... 34... 35... Bottle Labels Six-pack Design Mad Apple Jars Mad Apple Growler Keg Handle & Bottle Opener Apparel Signage Website Mobile Website Facebook Twitter Advertisements 23
- 28. Carefully crafted using only the highest quality apples straight from our orchard. We are a little rough around the edges, but that’s how you know it’s real. 9.8% 12 oz. THE HARDER CIDER 24 ABV SCRYMPY STYLE HARD(ER) CIDER REFUND: ME MA VT CT NY DE 5¢ MI 10¢ BREWED AND BOTTLE IN ITHACA, NY BY MAD APPLE BREWING COMPANY GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. Bottle Labels
- 29. Six Pack Design PLEASE DRINK RESPONSIBLY SCRUMPY STYLE HARDER GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS. (2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS. CIDER Carefully crafted using only the highest quality apples straight from our orchard. We are a little rough around the edges, but that’s how you know it’s real. 9.8% ABV Six 12 oz. cans BREWED AND BOTTLED IN ITHACA, NY BY MAD APPLE BREWING COMPANY THE HARDER CIDER 25
- 30. Mad Apple Re-usable Jars The official Mad Apple cup isn’t a cup at all; it is a Ball Jar, branded with the white version of the Mad Apple logo. These cups are to be given to bars which serve the Mad Apple product. They will also be used for trade, and consumer promotions, along with being sold in the Mad Appls store. 26
- 31. Mad Apple Growler A popular trend amongst beer drinkers, as well as brewers, is growlers. Mad Apple growlers are 32 ounces, and can be purchased at the Mad Apple Brewery, as well as in stores that also have Mad Apple on tap. Bars with Mad Apple on tap can choose whether to fill Mad Apple growlers or not. The best part of growlers? You can use them as many times as you can drink them! 27
- 32. Keg Handle & Bottle Opener 28
- 33. Apparel 29
- 34. Official Mad Apple Signage The official Mad Apple sign will be hung (when applicable) where ever the cider is sold; alcohol distribution centers, restaurants, bars, clubs, and of course the official brewery of Mad Apple. 30
- 35. The Website 31
- 37. The Facebook NOTE: what is shown are examples of the Facebook page 33
- 38. Twitter 34