Sincere Cider Celebrates The Simplicity Of The Apple

by Rudy Sanchez on 08/11/2020 | 3 Minute Read

Cider, at its core, is pretty simple and consists of three essential ingredients—apples, yeast, and water. While having so few elements can seem like a bottleneck to creativity and variety, ciders can vary greatly in taste, with some on the sweeter side and others that are aggressively dry. Regardless, the process alone provides a way to explore creativity and craftsmanship for aspiring and intrepid cider makers like Bex Pezzullo, who recently launched Sincere Cider.

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Designer Molly Russell was brought on-board to help create the branding, visual identity, and packaging for Sincere. Pezzullo wanted the branding to feel representative of her cider-crisp and refreshing, but also approachable. Sincere gets made using organic and sustainably sourced ingredients with a flavor profile more in-line with traditional ciders, one more balanced and easy—drinking than the overly sweet and higher gravity examples you'll commonly find on the market.

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Molly started with the wordmark, using Colophon’s Value Serif type. She then used that as a foundation for a modular visual language, using elements inspired by apples to create an eye-pleasing grid that is robust and versatile enough that it can be used on a multitude of media and in varying ways, together or alone. The design also found inspiration in the frenetic nature of launching a small, craft brand.

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“Because this was Bex by herself starting this new business, we did [the branding and design] in phases because it's a lot of work and it's potentially expensive, and she's just trying to meet deadlines,” Molly said.

“We did the branding first, and settled on a really clean mark,” she added. “We explored tons of illustrated marks, and a lot of my work is very illustrative, but they ultimately settled with the clean one.” 

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However, using that simple logomark, they expanded that idea conceptually into something more substantial. “Later, when we set out to develop the packaging, I was able to bring a little bit of excitement to the rest of it,” she said. “But I really wanted something modular for sure. So using the grid system that it's built on, I can plug and play with elements." 

"It's also fun and playful with the color palette.”

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One would be hard-pressed to find the seams in Russell’s visual system, and the final result is unintimidating and reflective of the cider’s branding and beverages.

"It's been really fun and interesting to connect with customers over that," she added. "They see the product on the shelf, and they want to buy it, and then it starts a conversation. 'This looks cool, but is it this way?’ Or, ‘what's in this?’ That educational component is pretty exciting.”

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Russel's design celebrates the simplicity of the Bay Area start-up, and it's accessible, playful design positions the drink and will pique most cider aficionado's interest. “It creates a mood when you look at it and evokes a certain feeling," Molly said. "But in its uncomplicated form, it's comprised of these geometric shapes that are just so simple and easy to understand."

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