Following its recent acquisition by C&C Group Plc, the hard cider brand Hornsby’s refreshes its brand identity and packaging with a goal to break down barriers between beer and cider drinkers and popularize cider in the U.S.

Blue Marlin New York, the agency behind the redesign, has developed the visual concept called «The Outcider» that reflects the Hornby’s brand attributes, such as bravery, independence and fearlessness of being different, while captures the spirit of adventure inherited by the  founder George Hornsby.

The Hornby’s brand icon rhinoceros, as well as the overall look and feel of the brand, have got a complete overhaul, which is believed by the designers and the brand owner to revolutionized the cider category.