Decider came to life from the brief: "Cider can often feel predictable and traditional. Break the conventions and appeal to new people by making Cider the drink you must be seen with."
Decider is a non-alcoholic cider brand that its primary focus is on gut health. Made with hand picked fruits locally sourced from Nottingham farms.
Through the fermentation process, this cider will help strengthen the gut microbiome. It includes a traditional and smooth taste of cider. Low on sugars, our still cider contains a more pronounced apple flavour whilst also benefitting from being gluten free.
The brand’s secondary focus is to reduce the peer pressure of alcohol consumption. By designing cool looking bottles that highlight the word ‘cider’, whilst making the alcohol free side quite minimal and subtle. Decider is a drink that blends in, so no questions are asked.
Decider came from the belief that making a good decision is important. Escape the peer pressure of social drinking by drinking something that benefits your gut health.
To enhance the brand identity, these bottle carriers would be available in supermarkets and other venues - keeping it simple as well as considering sustainability and the environment with minimal printing and avoiding plastic.
The brand and its promotion is targeted at Gen Z, a generation that has began to value less alcohol intake as the years go by. This makes alcohol free cider in high demand.
Decider is also gender neutral due to the gender split of cider consumers. A brand targeted at those who want to fit in today’s society by having a good time, drinking something good for their health.
Concept: Promotional event at a festival
The brands’ pattern used as a maze to keep it playful and engaging whilst providing seating arrangements.
