St. Aubel

Designed by Family (and friends), United Kingdom.

St. Aubel is a new Belgian produced cider. At only 5.5% volume, its created for relaxed drinking amongst friends, with or without food, but always best served over ice.

Family (and friends) was appointed by C&C Group to develop this new product development project that will initially launch in UK Tesco stores from May 2011.
The brief called for not just a name and identity, but consideration of flavour and variants - initially launching is 'Fruits D'Autome' - a refreshing blend of cider and autumn fruits. Other variants may follow if the brand is a success in the market.

St Aubel takes it's name from a little Belgian market town with a long history of producing fine fruit ciders.

The design needed to appeal to both men and women alike, so had to avoid being either to 'rosé wine or Trappist ale'.

"The purple-and-silver palette, with an arched and rose window graphic devices hint at the monastic tradition in the region for brewing, " says Family and Friends partner Derek Johnston.

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