Hunter's the thirst quenching natural cider, was established in 1988. Hunters Extreme Zero hit SA shores last December. This is Distell's new zero-sugar offering in the existing Hunter's Extreme cider division and is being positioned as the first beer alternative within the South African liquor market.
Hunter's is synonymous with unique packaging. Just Design – a brand design agency headquartered in Stellenbosch – was therefore approached to assist with their latest packaging design for the sugar-free cider. The client brief required maintaining the masculine and refreshing cues illustrated in the Hunter's mother brand, yet developing a more contemporary design for added relevance to current consumers and health conscious South Africans.
Before initiating a design concept for the Hunter's Extreme Zero packaging, Just Design conducted intense product and market research focussing on consumer insights, competitor packaging, key brand personality traits and brand values.
The Hunter's look and feel, from the original packaging, was retained while incorporating a bold, modern colour scheme, lettering and imagery. This complemented the original golden liquid colour of the cider as well as the caramel hue of Guarana, a main ingredient.
The Hunters Extreme Zero launch was enthusiastically met by the South African public with the packaging hopefully promoting the sugar-free content and energy advantage of the cider. Distell management is excited that their new product is in the "guilt-free energy beverage" category yet still retains the same taste profile as Hunter's Extreme.
