Urban Overgrowth

This irreverent, urban cider is designed to appeal to 25 to 35 year old city dwelling young professionals, particularly women, looking for an alternative in a booming craft beer market. Its curb appeal makes it an approachable option for those looking to expand their horizons and try something new.

Urban Overgrowth’s design will draw the eyes of the target market because it’s a twist on something they think they already know. The classic design combines memorable visuals with a clearly unified flow, and the pink border contains the viewer’s gaze within the label. But even beyond the label, every piece of this design is meant to convey the brand, from the box to the bottle itself – it almost looks like something you’d find on the side of the road.

Urban Overgrowth invokes imagery of the natural world taking over the curated world, and the brand seeks to marry both, bringing the Forest City nation wide.