Visual Identity Refresh

An evolving hard cider brand returns to their roots.

Woodchuck

For more than two decades, Woodchuck Hard Cider was known for Chuck—the friendly mascot that made the Vermont brand approachable and recognizable. But when Chuck was phased out in favor of an apple icon, Woodchuck’s momentum faltered, and competitors like Angry Orchard surged ahead. Ahead of its 25th anniversary, Woodchuck sought to reestablish its identity, reconnect with loyal consumers, and reclaim its place as a leader in the hard cider market. Sprout partnered with Woodchuck to modernize the brand while honoring its heritage, creating a flexible design system that reintroduced Chuck and positioned the company for lasting growth.

Heritage Without a Hero

  • Restore recognition by bringing back its iconic mascot.
  • Differentiate in a market increasingly dominated by Angry Orchard and other national players.
  • Balance the brand’s Vermont heritage with a modern appeal.
  • Create a scalable packaging system to support core flavors, seasonal editions, and limited releases.
Variations of Woodchuck Hard Cider packaging

Bringing Chuck Back

Sprout began by studying Woodchuck’s history, visual evolution, and consumer perception. Together with Amalgam, we reintroduced Chuck using a bold woodcut illustration style that honored Vermont’s craftsmanship while giving the mascot new personality and energy. Staying true to his roots, Chuck holds an apple—the brand’s core ingredient—while shadows and highlights give him a mischievous, confident, and distinctly modern look.

Logo exploration for Woodchuck Hard Cider
Brand and packaging design inspiration for Woodchuck Hard Cider
Sketches of Chuck the mascot

A Scalable System for Growth

Packaging labels for Woodchuck Hard Cider assortment
Wood stamp of Woodchuck Hard Cider logo created by Sprout Studios
Pint glasses with the Woodchuck Hard Cider
Logo design for Woodchuck Hard Cider created by Sprout Studios
6-pack of Woodchuck Hard Cider semi-dry
1 / 3

From Throwback to Comeback

The visual refresh propelled Woodchuck back into the spotlight. Following the rebrand, the company saw immediate gains in both sales and market share, regaining relevance in a category where it had once been the pioneer.

Beyond short-term impact, the new identity unlocked long-term opportunities. The scalable design system enabled Woodchuck to introduce innovative seasonal flavors and limited-edition series without diluting brand equity. Each release feels fresh yet unmistakably Woodchuck, reinforcing the brand’s position as modern, approachable, and rooted in authentic Vermont tradition.

By bringing Chuck back with a revitalized personality and building a cohesive, flexible design language, Sprout helped Woodchuck reestablish its identity, strengthen consumer connection, and secure a differentiated position in an increasingly competitive market.

6-pack of Woodchuck Hard Cider amber
Can of Woodchuck Hard Cider
Close up of pint glass with Woodchuck Hard Cider logo
6-pack of Woodchuck Hard Cider rose
Can of Woodchuck Hard Cider sangria
Different Woodchuck Hard Cider flavors
6-pack of Woodchuck Hard Cider pearsecco
Can of Woodchuck Hard Cider rose
Woodchuck Hard Cider packaging for multiple flavors
1 / 3
  • Love the aesthetic! Keep on keepin’ on Chucks!

    @ciderscene
    Cider Connoisseurs

    &