CASE STUDY
A new product shouldn't look like a new brand.
Client
LOBO Cider & Spirits
Category
Honey Mead
Region
Adelaide Hills,
South Australia
Deliverables
Visual identity
Packaging design
LOBO had earned strong recognition across its craft cider range and was ready to expand.
Introducing Honey Mead created a specific risk: mead carries very different category expectations, and leaning into them - old-world styling, heritage cues, medieval references -would have pulled the range apart and made the brand harder to manage as it continued to grow.
PROBLEM
The brief was to bring Honey Mead into the LOBO range without reopening fundamental brand decisions or fragmenting what was already working.
DECISION
We extended the existing packaging system rather than building a new one. No separate aesthetic. No category clichés. Character and storytelling were expressed within the established structure, allowing the product to feel distinctive while remaining unmistakably LOBO.
OUTCOME
Honey Mead entered a new category clearly, confidently, and without disrupting shelf recognition. The work received a Communication Arts International Packaging Award in 2014, and the product has maintained consistent shelf presence without redesign since launch.
AWARDS
Communication Arts Design Annual (USA), Winner, 2014
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