Cider Done Right: Kingdom & Sparrow Rebrands Sandford Orchards
by Andrew Gibbs on 08/21/2020 | 3 Minute Read
The much loved Sandford Orchards has revealed a fresh new look for their full range of ciders. Branding agency, Kingdom & Sparrow worked with them to reposition and redesign their brand in line with their goal to become a premium, yet accessible player in the cider market.
The British cider category was lacking in contemporary, middle-ground, premium cider - and Sandford Orchards came to Kingdom & Sparrow primed to fill this space. They’ve been making cider the proper way in the heart of Devon since 2002, producing drinks of far higher quali?ty than the cheap, mass-produced ciders but far more accessible than the pricey craft options. Despite this, Sandford Orchards’ brand really wasn’t doing them justice, niching them in Devon and lacking appeal on the bar and shelf.
To help them grow beyond their county and gear up to become a national player within the cider market, Kingdom & Sparrow needed to enable consumers to see Sandford Orchards as a worthwhile trade up, and justify their slightly higher price point. This meant working with them to reposition their brand as a more authentic and better tasting alternative to mainstream competitors.
Kingdom & Sparrow redesigned Sandford Orchards’ visual identity, pairing a modern, natural colour palette and style with clear, bold messaging to communicate quality and taste. Each of their ranges has its own unique character and offering, so the agency’s design team ensured the brand system was recognisable but flexible enough to appeal to different consumers.
The end result is a brand that’s easy-going and approachable, standing out in a category loaded with traditional cues, whilst reassuring modern cider drinkers that Sandford Orchards is a great quality pint.
“Kingdom and Sparrow are a team of highly creative, strategic, inquisitive people who are a real pleasure to work with. They were quick to understand what we’re about and to develop that into a simple yet compelling positioning and creative strategy. We’re extremely happy with the end result and look forward to working with them again.” – Barny Butterfield, Managing Director at Sandford Orchards.
Despite launching the rebrand during Covid-19, Sandford Orchards are already seeing an increase in sales.