Black Devil Cider

Tasmania, the southernmost tip of Australia, is a pristine, rugged and isolated island with unique attributes and natural assets, as well as the high-quality produce that the land produces. However, it is the state’s national emblem, the Tasmanian Devil, that is both endeared and revered. Black with its distinctive white stripe, this uniquely Australian marsupial has been brought back from the brink of extinction and so holds a special place in Tasmania’s (and Australia’s) heart.

In this market, cider brands fall into one of two packaging design genres: apple trees/fruit-focussed, or natural/craft focussed. But our client’s product was different to almost all ciders on the market: super premium and made from 100% Tasmanian apples. The packaging design needed to reflect both the product’s difference, its premium quality and its Tasmanian provenance.

When a design attracts a consumer, and then makes them smile, you can almost guarantee that the brand is set on a path to success. Introducing Black Devil: a pared back, refined and confident label design printed on heavy textured white paper stock with refined modern typography. By using a black glass bottle, the white label subliminally refers to the devil’s stripe. The crown seal too has a single white stripe running through it.