DOWNEAST / Cider House Exclusive Series, part 2
SHORT BRIEF.
With Downeast’s broader rebrand underway, the Cider House Exclusive Series needed to evolve with it. The goal was to build stronger recognition around the new primary wordmark and other distinctive brand assets, create more excitement around each limited release, and establish a more standardized design system that could be updated efficiently from flavor to flavor and season to season.
With Downeast’s broader rebrand underway, the Cider House Exclusive Series needed to evolve with it. The goal was to build stronger recognition around the new primary wordmark and other distinctive brand assets, create more excitement around each limited release, and establish a more standardized design system that could be updated efficiently from flavor to flavor and season to season.
WHAT WE DID.
We built a tighter, more graphic design system that feels distinctly Downeast while still allowing every flavor to have a little fun. The consistent structure creates recognition from release to release, with bold imagery and changing colors giving each can its own personality.
And because a good design system should work for the business as well as the brand, we developed it around Downeast’s target cost for each seasonal launch. The result is a system that’s easier to update, easier to budget, and still gives the team something new to get excited about with every drop.
Visit Downeast’s website or their TAP House to try the latest exclusive release ︎︎︎
And because a good design system should work for the business as well as the brand, we developed it around Downeast’s target cost for each seasonal launch. The result is a system that’s easier to update, easier to budget, and still gives the team something new to get excited about with every drop.
Visit Downeast’s website or their TAP House to try the latest exclusive release ︎︎︎
The new Downeast brand language.
Downeast’s recent rebrand introduced a bolder, more graphic visual language centered around simplicity and a push for greater visual consistency. The Exclusive Series needed to evolve alongside it.
Rebranding the Cider House Exclusive Series.
Moving the Exclusive Series into Downeast’s new brand world.
Previous System
view case study ︎︎︎New System
Exploration.
Early concepts explored close-in ideas, and more experimental concepts all of which could come together in a bold, graphic, and ownable way.
Rooted in Boston.
With the Cider House located on the East Boston waterfront overlooking the Boston skyline, the team saw an opportunity to give the series a stronger sense of place. Recognizable architecture and landmarks connect the designs back to Downeast’s home.
System Stress Test.
We tested the selected framework across different flavor types, explored various color treatments, and name lengths to ensure it worked beautifully in every scenario.
Seeing it in Context.
The new system was evaluated within Downeast’s digital environment to ensure it felt connected to the brand while standing out on it’s own.
Downeast’s Cider House Exclusive Series is only available to purchase at the Tap House in East Boston, and on their website.
On the site we looked carefully at how new flavor color coding is differentiated versus their core range and other limited flavors. The goal is to ensure that all flavors are distinct for a more shoppable product page.
Beyond the Can.
We looked at how new graphics could extend into merch, helping the Downeast team imagine the series beyond the can.
The Final system.
We’ll share updates here and on instagram as we extend the design system to cover new seasonal releases. Next up is a Fall flavor that people are going to absolutely love.
A post-project note from the Downeast team:
Once again, thank you both so much for consistently being delightful to work with and blowing us away with your designs with each iteration to get to our new CHES design system.
Once again, thank you both so much for consistently being delightful to work with and blowing us away with your designs with each iteration to get to our new CHES design system.
