The Brief

To create a stand-out launch campaign for Strongbow Ultra Dark Fruit, a new 95 calorie cider.

The Concept

Instead of showing the countryside at golden hour (which you’d typically expect from a cider brand). We used a purple goat that is nodding along to garage music. Nothing more. Nothing less. It’s a lighthearted play on the acronym G.O.A.T. (greatest of all time). We wanted the campaign to be as simple as possible, asking very little of the audience apart from simply to enjoy it.

The design system takes cues from the fashion industry, where key messaging is separated from the visuals in the footers and the typography is functional and bold.

My Role — Lead Designer & Art Director

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