BRAND Identity CASE STUDY

We built a brand system around the tension between heritage and innovation (old meeting new). Rather than hiding from ARQUITEKA's 150-year history, we used it as proof of their expertise while wrapping it in contemporary visual language.

The key insight was that modern consumers want authenticity, but they also want brands that feel current and relevant. We developed a visual approach that showcased the traditional cider-making process through modern photography and design. Instead of typical "farm to bottle" imagery, we created sophisticated product photography with dramatic lighting and clean compositions that positioned ARQUITEKA alongside premium spirits rather than rustic farm products.

Typography became crucial for conveying quality. We avoided decorative or rustic fonts entirely, instead using clean, contemporary typefaces that let the product speak for itself. The existing bottle design featured a distinctive dotted pattern, which we adapted into a flexible graphic system that could work across all touchpoints without feeling repetitive.

For social media, we created assets that could work as both static posts and motion graphics. Simple animations—circles spinning, text revealing—added engagement without feeling gimmicky. The content strategy focused on education: showing the nine apple varieties used, explaining the cold-press process, and highlighting the vegan-friendly approach. Each post gave consumers a reason to choose ARQUITEKA beyond just taste.

The photography direction was particularly important for differentiation. We combined authentic imagery from the Yarra Valley with modern lifestyle photography that showed the target demographic actually enjoying the product. This created a complete brand picture that connected the traditional process with contemporary consumption.