Having redefined the codes of the cider category with Somersby once before, it was time to do it again. Following rapid growth since its rebrand in 2016, Somersby was fast becoming a victim of its own success as it expanded into new markets and its portfolio continued to grow.

With competition catching and the prolific rise in new flavours, Somersby needed to reinvent itself to improve navigation of its portfolio, drive a more consistent and relevant brand story in market, and become recognisable in the blink of an eye.

The Impact

“The new brand identity is a big step for the brand to become more relevant. With Born Ugly, we have created a brand that allows Somersby to show up in a more iconic and refreshing way. We believe this evolution will help us become more distinctive in a rapidly growing Beyond Beer category.

Andrew Kahn
Vice President Premium and Beyond Beer

“We are thrilled with Somersby’s exciting new brand identity, which embodies the spirit of the brand perfectly and reflects our commitment to refreshing people’s natural optimism. With our playful identity system, we aim to inspire consumers to create meaningful moments and connections with Somersby.

Anna Katrine Drumm-Hakin
Global Brand Director for Somersby