Hunter’s, synonymous with superior packaging and branding results, approached Just Design – a brand design agency headquartered in Stellenbosch – 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 perfectly 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.