Lion: Kirin Cider
Sprinting from a broad brief to a tightly defined target in under 4 weeks.
Problem
Problem
Problem
Lion were late to enter the rapidly growing premium flavoured cider category, which had exploded on the backs of craft brands like Rekordlig. We were tasked with developing a fast-follower brand that would drive the category forward, enfranchise males and create an own-able space for Lion...in just 4 weeks.
Lion were late to enter the rapidly growing premium flavoured cider category, which had exploded on the backs of craft brands like Rekordlig. We were tasked with developing a fast-follower brand that would drive the category forward, enfranchise males and create an own-able space for Lion...in just 4 weeks.
Lion were late to enter the rapidly growing premium flavoured cider category, which had exploded on the backs of craft brands like Rekordlig. We were tasked with developing a fast-follower brand that would drive the category forward, enfranchise males and create an own-able space for Lion...in just 4 weeks.
Switching from category lens to bullseye 'hipster' consumer lens
Reframe
Reframe
Instead of viewing our challenge through a category lens, we focused in on the bullseye consumer - the 'hipster': Fixed-wheel cycling, laneway bar hopping, MacBook Air-typing, indie-music-loving early adopters. We went on a deep-dive safari to understand hipsters, whilst simultaneously developing brand and liquid propositions to explore with them. We talked to a variety of "hipster experts", including graffiti artists, FBi radio DJs, vintage clothing film costume designer, curator of an art gallery in a car park, a PhD student doing their thesis on hipsters...and many more.
Like hipsters, flavoured cider is full of contradictions: it’s rooted in tradition yet offers playful, new flavours like lime and strawberry; its sweet, unchallenging and feminine taste contrasts with its large, sturdy and masculine packaging; and its brands balance heritage with contemporary fashion.
While we initially focused on 'crafted' product articulations, we found that early adopters saw 'crafted' as inaccessible. They sought a lo-fi aesthetic that balanced the old world with the new. The answer had been under our noses the whole time: we reframed our approach, drawing on Japanese 'Lo-Fi' style, surprising Lion by drawing on Kirin as the driving brand.
Instead of viewing our challenge through a category lens, we focused in on the bullseye consumer - the 'hipster': Fixed-wheel cycling, laneway bar hopping, MacBook Air-typing, indie-music-loving early adopters. We went on a deep-dive safari to understand hipsters, whilst simultaneously developing brand and liquid propositions to explore with them. We talked to a variety of "hipster experts", including graffiti artists, FBi radio DJs, vintage clothing film costume designer, curator of an art gallery in a car park, a PhD student doing their thesis on hipsters...and many more.
Like hipsters, flavoured cider is full of contradictions: it’s rooted in tradition yet offers playful, new flavours like lime and strawberry; its sweet, unchallenging and feminine taste contrasts with its large, sturdy and masculine packaging; and its brands balance heritage with contemporary fashion.
While we initially focused on 'crafted' product articulations, we found that early adopters saw 'crafted' as inaccessible. They sought a lo-fi aesthetic that balanced the old world with the new. The answer had been under our noses the whole time: we reframed our approach, drawing on Japanese 'Lo-Fi' style, surprising Lion by drawing on Kirin as the driving brand.
Instead of viewing our challenge through a category lens, we focused in on the bullseye consumer - the 'hipster': Fixed-wheel cycling, laneway bar hopping, MacBook Air-typing, indie-music-loving early adopters. We went on a deep-dive safari to understand hipsters, whilst simultaneously developing brand and liquid propositions to explore with them. We talked to a variety of "hipster experts", including graffiti artists, FBi radio DJs, vintage clothing film costume designer, curator of an art gallery in a car park, a PhD student doing their thesis on hipsters...and many more.
Like hipsters, flavoured cider is full of contradictions: it’s rooted in tradition yet offers playful, new flavours like lime and strawberry; its sweet, unchallenging and feminine taste contrasts with its large, sturdy and masculine packaging; and its brands balance heritage with contemporary fashion.
While we initially focused on 'crafted' product articulations, we found that early adopters saw 'crafted' as inaccessible. They sought a lo-fi aesthetic that balanced the old world with the new. The answer had been under our noses the whole time: we reframed our approach, drawing on Japanese 'Lo-Fi' style, surprising Lion by drawing on Kirin as the driving brand.
Solution
Solution
Our deep dive into hipster culture kept us sharply focused on our target market. We entered the sprint thoroughly prepared, using real-time feedback on brand and flavour profiles to rapidly prototype and test along the way.
Our ethos was to move fast and pivot quickly, building momentum to tackle barriers head-on. One major challenge was the 'black bottle' - something Kirin had never done before. But through rapid prototyping and tight team alignment driven by consumer immersion, we realised it wasn’t just possible - it was essential to push brand boundaries.
By the end of the 4 weeks, we had gone through several flavour and bottle prototypes, and had landed on a brand proposition, design and 3D mock up.
Our deep dive into hipster culture kept us sharply focused on our target market. We entered the sprint thoroughly prepared, using real-time feedback on brand and flavour profiles to rapidly prototype and test along the way.
Our ethos was to move fast and pivot quickly, building momentum to tackle barriers head-on. One major challenge was the 'black bottle' - something Kirin had never done before. But through rapid prototyping and tight team alignment driven by consumer immersion, we realised it wasn’t just possible - it was essential to push brand boundaries.
By the end of the 4 weeks, we had gone through several flavour and bottle prototypes, and had landed on a brand proposition, design and 3D mock up.
Our deep dive into hipster culture kept us sharply focused on our target market. We entered the sprint thoroughly prepared, using real-time feedback on brand and flavour profiles to rapidly prototype and test along the way.
Our ethos was to move fast and pivot quickly, building momentum to tackle barriers head-on. One major challenge was the 'black bottle' - something Kirin had never done before. But through rapid prototyping and tight team alignment driven by consumer immersion, we realised it wasn’t just possible - it was essential to push brand boundaries.
By the end of the 4 weeks, we had gone through several flavour and bottle prototypes, and had landed on a brand proposition, design and 3D mock up.
11
months
from project kick off to product launch.
11
months
from project kick off to product launch.
56
prototypes
made.
3rd
biggest cider in Australia
after launch.
3rd
biggest cider in Australia
after launch.
11
months
from project kick off to product launch.
56
prototypes
made.
56
prototypes
made.
3rd
biggest cider in Australia
after launch.
Impact
Impact
Within 4 weeks, we went from a blank sheet of paper to a fully fledged prototype with consumer and retailer feedback integrated into the design.
10 months after our development sprint, Kirin Cider launched and became the 3rd biggest cider in Australia.
Within 4 weeks, we went from a blank sheet of paper to a fully fledged prototype with consumer and retailer feedback integrated into the design.
10 months after our development sprint, Kirin Cider launched and became the 3rd biggest cider in Australia.
Within 4 weeks, we went from a blank sheet of paper to a fully fledged prototype with consumer and retailer feedback integrated into the design.
10 months after our development sprint, Kirin Cider launched and became the 3rd biggest cider in Australia.
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