For many of us, a can of Strongbow is synonymous with lazy summer days sitting out in pub beer gardens, with the logo being among the most instantly recognisable cider brands on the planet. This year, however, Strongbow is shaking things up, with a redesign that's thought to be its boldest yet.
The new logo has been created to tie in with the launch of Strongbow Tropical, a brand-new fruity offering made up of a mix of mango and pineapple.
This marks the very first time the brand has deviated from its classic black and gold design since it first began trading back in 1960 and while it looks great, the daring move might upset 'cult' fans of the cider - especially those who have tattoos of the original logo design.
The revamped look sees the iconic design stripped back, with a fresh, bright colour palette giving a vibrant, summertime feel, just as cider lovers begin looking ahead to spring.
Naturally, the brand's archer is still front and centre in the design, holding the same distinctive bow.
The black and gold colouring has however now been replaced with fun pops of colour, ranging from dark purple to lime green.
Heineken UK cider marketing director, Rachel Holms, said: "It's not every day that a cider so cult that people have it tattooed on their bodies entirely changes the way it looks.
"This is a huge milestone in 63 years of Strongbow, and the start of a new chapter for us. And it's only just the beginning.
"Setting the pace for what’s to come, we're excited to show people what else we have in store for our summer of cider."
Strongbow Tropical Cider will be available to buy from March 6 onwards, just in time for spring, and can be purchased from £2.50 for a 500ml bottle or £6.75 for 4 x 440ml cans.
It's understood that the zesty new beverage contains no artificial flavours, sweeteners or colours and that it's also gluten-free and vegan-friendly.
This comes after another iconic brand, Toblerone, also announced its logo would be changing.
The iconic chocolate bar's packaging is set to go under a huge revamp which will see the Matterhorn mountain peak removed from its branding.
This is because the pyramid-shaped chocolate bar will now be mostly made in Slovakia instead of Switzerland and Swiss law dictates that only milk-based products made exclusively in Switzerland can use its national symbols.
US firm Mondelez said the image of the Matterhorn mountain will be replaced by a more generic summit instead.
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