Smith & Milton Redesign Woodpecker

London-based Smith & Milton was tasked with creating a design that broadened the appeal of the 100-year-old cider brand from Bulmers'.

The agency identified three core aspects of the existing design, the bird, the name and the colour red that they wanted to place at the heart of the new packaging design.

Artist Andrew Davidson created the woodcut illustration for the new design, which sits against a bold red background.

"Any further frills, whistles and bows, stars and stripes are mere puffery," said Smith & Milton founder Howard Milton. "They don't make the thing different or better, they make it the same as everyone else."