ROOTED

IN SOMERSET...
It all started just outside Glastonbury
when Andrew and Neil were enjoying
their home-made cider and hog roast
with friends...

Orchard Pig was born out of a shared

passion for great food and Old Spots,
the original orchard pigs, and an accidental
discovery that West Country apples make
the best tasting cider...

• ‘Stay rooted’ is what we say to the

modern world.
• Appreciating simplicity (and cider),
• We like to poke fun at the world
and oursleves… and each other.

Orchard Pig’s home in West Bradley

Orchards is well and truly rooted in
Somerset’s cider-making history,
dating back to the 1850s and W.T.
Allen’s, award winning Somerset cider.

2/14
IN OUR ROOTS

3/14
THE WAY WE ARE…

4/14
THE WAY WE ARE…

4/14
THE WAY WE ARE…

4/14
CIDER TO
SNOUT ABOUT
ooKeep
ooAll
it simple

ooRooted
about the cider

ooMore
in Somerset

ooDrinkably
apples, less bubbles.

ooFor
moreish

ooCatalyst for fun

everyone and anyone

THE DESIGNS

ooMBoldemorable
ooheritage
names
identity that disrupts the

ooThe pig is top dog

of the cider category

ooSimple, bold colours

ooDistinctive lettering

5/14
 WHAT WORKS
ooFi.e.unAndrew’s
contradiction of country and city

ooAllude to the start of a story

“bucket briefcase”

ooCtheheeky humour - that doesn’t cross

line into crass and smutty.
BRAND NO-GOS: LANGUAGE
Craft/ Real/ Artisan / Aunthentic Scrumpy references
Over used - and what the hell do they really mean? Potentially off-putting, may limit audience.

We’re different Overtly piggy language

If it’s used by others it’s not for us - unless you can put • Use pig puns appropriately.
an Orchard Pig twist in it’s tail. • Do not refer to consumers or staff as PIGLETS - too twee!

Heritage Twee country references

Presumed and not to be shouted about We have provenance but we are not provincial – and no Laura Ashley.
– YES we tick the heritage box, move on.
Avoid industry terms
Genuine Sessionable, Premium, Scrumpy, Award winning (who isn’t).
Softer term than authentic but our ‘provenance’ and story
is what we talk about - Rooted in Somerset.

7/14
BRAND NO-GOS: VISUALS
Heritage aesthetic Add some fun factor… Thirst quenching?

This is ok

He’s cute we’re not

This is great

ooTrees belong in an Orchard

ooApples belong in the bottle.

8/14
CONSUMER PROFILES
Meet Jane
Age: 24
Likes:
Hiking, climbing, bike riding
& festivals
Bucket list includes:
Volunteering in Africa
Favourite pig: Reveller
Meet Lucy
Age: 33
Likes:
Finding new pubs & creating
her own recipes. Friends & family.
Bucket list includes:
Publishing her cookery book
Favourite pig: Truffler
Meet Tom
Age: 42
Likes:
Cider, a good burger & a challenge
Bucket list includes:
Running the marathon
Favourite pig: Charmer
Meet Jack
Age: 27
Likes:
Travelling, playing rugby
& pranking his mates
Bucket list includes:
Skydiving in South America
Favourite pig: Reveller
9/14
CONSUMER
ASPIRATION
Orchard Pig has one core demographic -
mischief makers with a thirst for the
new and exciting.

How do we fit into their lives…

- An instigator and catalyst for fun
- What happens next is ‘up to you’.

10/14
THE PIG IS A PICTURE
• We like the pig just the way it is
• It’s happy flying solo… no need for little piglets or piggy friends.
• The pig won’t be providing any vox pops - like the lambs he’s silent!
11/14
QUITE SIMPLY…

D P I G I S
…O RC H A R

12/14
OUR SUMMARY

13/14
 IN SHORT

Dare to be different c ider

It ’s all about the

A catalyst for more

e from fu n
Proud of where we’r

p le product For any one and e

Sim ple brand and sim v ery one
14/14