The launch of TED 5 Seeds in 2009 marked a milestone moment in Lions history as its first entrant into the cider market. This was an innovation opportunity, which saw the creation of a non-beer brand within the 140 year brewing portfolio - one that offered consumers a fresh, contemporary and high quality offering.
The visual identity and packaging tell a story which illustrates both the functional product benefits and a mythical narrative.
The identity system and packaging is designed to take the drinker on a journey of discovery - it evokes a sense of adventure and mystique and breaks traditional category conventions.
Within 12 months from launch the brand became the No 2 cider in the country representing 18% market share.
Work conducted whilst at DiDonato Partners.