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 $6
Offers less flavored in addition to
bold, dry ciders
Ingredients are MIA
6.9% abv
11
17. The Mad Apple
Visual Identity
14...
15...
16...
17...
18...
19...
20...
21...
Inspiration & Tone
Logo
Acceptable Use
Unacceptable Use
Brand Colors
Typography
Letterhead & Envelope
Business Cards
13
19. Logo
The Mad Apple logo embodies the excitement and energy of the brand. The Mad Apple icon clearly illustrates the rough intense
flavor of our premium hard cider. The “MAD APPLE” type is bold and clear to balance the icon’s detail.
CLEAR SPACE:
The clear space around the MAD APPLE logo is
equal to the height of the “M” in MAD to ensure
the logo is positioned clearly.
15
20. Acceptable Use
The MAD APPLE can be displayed in full color, black, white and the brand’s primary palate of brown, green and red. The logo can
be displayed in white over a darker image if the contrast is high, as illustrated below.
16
21. Unacceptable Use
The MAD APPLE logo should not be altered in any way. While the apple icon can be used separately from the “MAD APPLE”
type, the type may not be used without the icon. The colors, organization, transparency, and effects of the logo should not be
altered in any way.
THE HARDER CIDER
THE HARDER CIDER
THE HARDER CIDER
THE HARDER CIDER
THE HARDER CIDER
T
HE
H
D
AR
ER
D
CI
ER
MAD
APPLE
TTheH A R D E R Cider
H E Harder C I D E R
17
23. Typography
Bebas Neue, with adjusted kerning, is used as the primary type face for all headlines in packaging, and brand collateral, digital
and printed. Nexa Bold in all caps is used as the secondary headline font. Nexa light in caps and lowercase is used for all other
longer body copy in both print and digital applications.
NOTE: the font used for “MAD APPLE” is custom, and can only be found by cmopany employees
b ebas N U E
A B C D EFG H IJ K LM N O PQ RST U VWXYZ
(?,.!@#$%^&*-)
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
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
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
