Getting back to your roots was the goal.
Austin Eastciders‘ new rebranding was made in response to the need to reconnect with those roots. The Texas-based cidery feels this refresh can help tell the brand’s story more effectively. The rebrand taps into the cidery’s home state while pushing the boundaries of beverage tourism with the look.
The goal of the new packaging was to give consumers a sense of place—Texas—and reflect the state’s landscapes, skylines, and culture.
For other cidery owners considering a rebrand, Andrew Blake of Blake’s Beverage Company took an approach that gives a lesson in authenticity.
He said the importance of rooting a brand in the story of its home was paramount.
“People are drawn to authenticity and that sense of place, especially in beverages,” he said.
This insight came from extensive consumer research, which showed that people — Texans and non-Texans alike — want their beverages to transport them to that place.
It’s the essence of what Blake calls “beverage tourism,” a trend where consumers seek out new experiences and cultures through what they drink.
The packaging can act as a visual tour of Texas, featuring vibrant illustrations of native animals, local skylines, and cultural touchstones while offering a taste of the Lone Star State with each can.
This brand refresh wasn’t just about aesthetics; it was also about standing out in a crowded market — even beyond cider. With Austin Eastciders expanding into 22 states, maintaining a strong Texas identity while appealing to a national audience was critical. Blake shared with Brewer how universal themes like adventure, celebration, and natural beauty were key to making the brand resonate outside of Texas, without losing its regional pride.
“You don’t have to be from Texas to appreciate its heritage,” he said. “By highlighting our Texas roots, we stand out in a crowded market.”
Collaboration with the design agency OKYellow played a significant role in bringing this vision to life. Blake stressed the importance of staying true to a brand’s ethos during the design process.
“We stayed collaborative, giving feedback throughout, and focused on creating a design that was bold, approachable, and eye-catching,” Blake said.
For other cideries, maintaining this balance between creative freedom and brand integrity is key to a successful refresh. Blake’s team spent hours brainstorming sessions, ensuring that each element of the design not only reflected Texas but also aligned with the company’s broader mission.
While high-quality design can often be expensive, Blake credited OKYellow’s “unlimited design needs” model as a cost-effective solution, which cideries should seek out. This allowed the team to refine the packaging without incurring additional costs. In addition, having an experienced project manager on board helped manage the myriad details involved, from compliance checks to UPC management. For owners with tight budgets, investing in a project manager and finding cost-effective design partnerships can streamline the process and avoid costly errors.
Austin Eastciders’ packaging refresh is a case study of how a rebrand can breathe new life into a product, attracting both loyal and new consumers.
“It was time to reimagine the brand, and our priority was sharing our love of Texas with consumers nationwide,” he said.
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The new packaging, with colorful characters and vibrant depictions of Texas life included will invite consumers not just to enjoy the cider but to experience a piece of Texas culture.
Blake also said he sees this rebrand as a stepping stone for future innovations, pointing to Austin Eastciders’ newest product, Rico Tepache.
Made from pineapple instead of apples, it’s a modern twist on a traditional beverage that represents what Blake calls a “foray into an exploratory fourth category of beverage innovation.”
The updated packaging, he believes, sets the stage for the company’s continued push into new markets and categories.
In expanding product lines for other cideries, Austin Eastciders reminds us that a rebrand is not just about updating packaging — it’s about setting the foundation for future growth.
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