Creative Direction
Visual Identity
Packaging
Illustration Series
Contributors
Adam Grason
Illustrator
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In the competitive world of alcoholic beverages, where tastes constantly evolve, even established brands like Growers, Canada’s second-largest cider brand, face the need for reinvention.
Growers sought to overcome a challenge rooted in its rich history spanning nearly a century, a challenge common to brands with deep roots – needing to be more in sync with the tastes of the modern, younger consumer.
Growers had basked in almost 100 years of success, but its brand suffered from a perception problem.
It was considered mass-produced, overly sweet, and not aligned with the preferences of newer cider enthusiasts. The brand’s wordmark felt dated, and its illustration style needed more appeal, particularly to the younger demographic the company aimed to attract.
Jacknife was tasked with modernizing Growers, injecting vitality into the brand. With a vast product range, we adopted a meticulous approach, creating a flexible design system to house the existing lineup while seamlessly incorporating potential new flavours and formats.
The journey began with extensive research into category competitors across the Ready-to-Drink (RTD) landscape, identifying opportunities for differentiation in a densely populated market. We modernized the packaging while preserving its on-shelf recognition, with a keen focus on a design system that could adapt to the ever-expanding product portfolio.
A key element of the design transformation was the creation of custom illustrations representing the fresh flavours in each can.
With a range of over 25 products, differentiation across the system became a primary concern. We addressed this challenge with what we called the ‘Trifecta’—a clear product name, a distinctive flavour-specific colour, and a custom fruit illustration. This strategic approach ensured quick and easy differentiation for consumers at the shelf level.
Growers achieved more than a visual facelift – they gained a refreshed identity that resonated with their target audience.
As Growers rolled out its revitalized portfolio, the brand promise came to life, creating a bolder shelf presence and successfully capturing the attention of the modern, younger consumer.
The Grower’s transformation is a testament to the power of strategic creativity. It’s a story of balancing tradition with innovation, breathing new life into an old brand while embracing the tastes of the modern market.
