Wyld Wood: Getting the brand back on track

This case study describes how Weston's, a UK-based cider making company, redesigned its premium organic cider brand Wyld Wood to stem a decline in sales.

Wyld Wood: Getting the brand back on track

Brand on Shelf

Executive summary

Wyld Wood is one of 3 brands in Weston's portfolio of traditional premium ciders and the only organic cider in their total portfolio. The brand was suffering from the decline in sales of organic food and drink, as consumers became more price conscious in the recession. So in 2011 the decision was taken to redesign the packaging to make it look "less organic and crafty" and the "W" design was launched; however this sadly had no impact on consumer behaviour and sales continued to drop.

In 2012,...

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