Woodchuck jump-started the current hard cider renaissance over 25 years ago from its orchard hideout in Vermont. As new competitors arrived in the category, reinforcements arrived at Woodchuck, in the guise of a new owner, Pabst Brewing Company. A request shortly followed: Could Woodchuck revive “Chuck,” the earnest whistle pig who had originally graced the ciders’ label? Sprout led the brand and packaging refresh, modernizing the brand’s eponymous mammal, along with every aspect of the its retail visual design language.
More on the Project
As Woodchuck Hard Cider celebrates their Silver Anniversary, we’re excited to announce that after a short sabbatical ‘Chuck is back! On 8/02 (VT’s Area Code) the Vermont Hard Cider Company introduced its new Woodchuck packaging. We were honored to re-design the brand that invented the hard cider category. Since it’s launch the rebrand has been getting a great response from both cider lovers as well as design aficionados worldwide.
Sprout was tasked with designing the new logo, label and packaging. We were asked to reposition Woodchuck Hard Cider by evolving and bringing the Woodchuck back to the package. They wanted to give Chuck more personality while making him both more approachable and modern. Additionally, the label needed to carry across multiple cider varieties.
To achieve this, Sprout started by creating a woodcut illustration of the ‘Chuck holding their main ingredient, apples. The woodcut also helped to bring back the authentic heritage, and craftsmanship, of this Vermont brand. We used shadows and highlights to create a juxtaposition between the left and the right of the illustration to give him a mischievous look. Woodchucks (a.k.a. groundhog) are often portrayed being either a celebrity that forecasts the seasons to a villain who pillages our gardens. We also designed the labeling system to accommodate for the 5 cider varieties by simply swapping out the pop color and cider name while maintaining the overall brand language.
So this fall, after you’re done with your leaf-peeping, be sure to try one for yourself.