Halvern Cider Brand Presentation

Brand presentation

Eleven slides presented to the board of Halvern Cider, an invented family cider maker preparing for a national listing. The order is the discipline own order: audience and positioning before anything is drawn, the perceptual map before the palette, the identity shown on a bottle and a van rather than on a white page, and the rollout costed at £340,000 over fourteen months.

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A wide atmospheric photograph of an old cider orchard in Herefordshire at golden hour, gnarled apple trees in rows, long shadows across cut grass, distant hills, warm autumn light, documentary style, no people, no readable text, no logos
A wide atmospheric photograph of an old cider orchard in Herefordshire at golden hour, gnarled apple trees in rows, long shadows across cut grass, distant hills, warm autumn light, documentary style, no people, no readable text, no logos

What Halvern Should Mean In 2027

Bel Hartnoll

Brand Director, Halvern Cider · Board paper, 19 November 2026

Slide 1 · cover · Names the decision the deck is asking the board to make, rather than announcing a rebrand.

THE BRAND

The Label Is Not The Brand

WHAT EVERYONE SEES

The label

Four labels, unchanged since 2011, designed by a printer in Ledbury who has since retired.

BELOW: WHAT ACTUALLY DECIDES IT

01
The range

Four products with no logic between them. Two are named after fields, one after a grandfather, one after nothing at all.

02
The claim

We say craft, single orchard and family in three different places, and none of the three is written down as the claim.

03
The channel

Seventy one percent of volume goes through one wholesaler who decides where the product sits and what it sits beside.

02

Slide 2 · content · Separates the visible brand from the things that actually decide whether it works, before any design is shown.

Who Buys It

From forty two shopper interviews in Hereford, Bristol and Manchester in September, plus eleven at the farm gate.

Says

I do not want the sweet stuff and I do not want to be lectured about apples. I want something that tastes like it came from somewhere.

Thinks

Assumes anything on a supermarket shelf is made in a factory. Reads the back label for a place name and puts it back if there is not one.

Does

Buys four bottles at a time, mostly on a Friday, mostly to bring to somebody else house. Almost never buys the same thing twice in a row.

Feels

Slightly embarrassed by mainstream cider and slightly excluded by the natural wine end of it. There is nothing comfortable in between.

03

Slide 3 · persona · The drinker in their own words, because the positioning that follows has to be true of them rather than of us.

The Brand Pyramid

Bottom to top. We are asking the board to approve the bottom three. The top two follow from them.

The orchard
Sixty two hectares in one valley, pressed within four miles.
Single orchard, dry
The claim. One place, no concentrate, no sweetening.
Unfussy about itself
The personality. Serious about the cider, not the ceremony.
Belongs on the table
The job. The bottle you take, not the can you drink alone.
The everyday good one
The idea in five words. Not special occasion, not cheap.

04

Slide 4 · diagram · The positioning as a hierarchy, so the board can see which layer they are actually being asked to approve.

THE CATEGORY

Where There Is Room

Farm gate and local
Distribution reach
National grocery
One named place
Provenance credibility
Made anywhere
Specialists
  • •
    Oakhanger Press
  • •
    Little Marden
  • •
    Weft & Fallow
  • •
    Halvern today
Leaders
  • •
    The gap we are aiming at
  • •
    Nobody credible sits here
  • •
    Halvern from March 2027
Laggards
  • •
    Supermarket own label
  • •
    Discount four packs
  • •
    Pear and berry variants
Generalists
  • •
    Strawbridge
  • •
    Coldbrook Orchards
  • •
    Merrow & Sons

05

Slide 5 · comparison · Places the brand against the category on two axes, which is what turns a positioning claim into a decision.

THE RULES

Five Commitments

01
Name the valley on every pack.
02
Never put a tasting note on a bottle.
03
One typeface, set the same size everywhere.
04
No apples drawn on anything, ever.
05
If it is not from the orchard, it is not Halvern.

06

Slide 6 · checklist · The five rules the identity has to obey, written as commitments rather than as adjectives.

Applied

Four places the system has to work. The shelf is the one that decides whether the rest of it matters.

A wide product photograph of an unlabelled amber glass cider bottle standing on weathered oak, warm side light, soft shadow, muted terracotta and cream background, no text, no labels, no logos
The bottle

Amber glass, paper label, valley name set larger than the brand name.

A wide interior photograph of a small rural taproom bar counter in warm evening light, hand pumps and stacked glasses on scrubbed timber, brick wall behind, cosy amber tones, no people, no readable text, no logos
The taproom

Same typeface, hand painted, because the farm should not look printed.

A wide photograph of a small plain delivery van parked in a farmyard at dawn, mud on the wheel arches, orchard behind, soft misty light, muted warm palette, no people, no readable text, no logos, no signage
The van

Two colours and a valley name. No apples, no slogan, no website address.

A wide photograph of a supermarket chilled shelf of unbranded amber bottles and cans, clean retail lighting, shallow depth of field, warm neutral palette, no readable text, no labels, no logos
The shelf

Read at four feet in supermarket light, beside eleven competitors.

07

Slide 7 · gallery · Shows the identity on real objects rather than on a white page, which is where a system either holds or does not.

01

Orchard red does the shouting

One saturated red, used only for the valley name and nothing else. It is the thing that finds you at four feet on a shelf.

02

Bone paper does the talking

An uncoated warm white for every label and every piece of paper. It is the colour of the thing, not a background behind it.

03

Bark brown does the holding

A near black brown for all type. Never pure black, because nothing on a farm is pure black and the eye knows it.

08

Slide 8 · pillars · The palette as three working decisions rather than three swatches, with the job of each colour stated.

VOICE

How Halvern Sounds

We say

Dry. Made in the Halvern valley. Eleven varieties, one orchard, nothing added.

Pressed in October. Ready in March. That is how long it takes.

It goes with a roast, a Tuesday, and most kinds of cheese.

If you want it sweeter, we are the wrong cider. There are good ones out there.

The valley is on the label because that is the only thing worth putting there.

We never say

Artisanal, handcrafted, or anything else that could be printed on a factory label.

Notes of green apple with a hint of oak. Nobody has ever said that in a pub.

Journey, passion, or the word craft used as an adjective.

Anything about four generations that is not attached to a specific person.

Award winning, unless the award is named in the same sentence.

09

Slide 9 · content · Voice, written as ten concrete lines the marketing team can be held to rather than as three adjectives.

Rollout

Fourteen months and £340,000, of which £210,000 is packaging origination and print.

01

Identity finished

December to February. Mark, type, colour and the system rules, signed off in one meeting.

02

Packaging origination

March to June. Four labels plus the can, artworked to the printer specification from day one.

03

National listing

March 2027. Seven hundred and eighty stores, new pack only. No transition on shelf.

04

Estate and vehicles

April to September. Taproom, farm shop, three vans, and the signage on the Ledbury road.

05

Old stock cleared

By January 2028. Anything unsold in the old pack goes to the farm shop at trade price.

10

Slide 10 · process · The rollout with dates and a cost, which is what a board is actually approving when it approves a brand.

DECISION

Approve the bottom three layers.

Everything else in this paper follows from three lines: one valley, dry, and unfussy about itself. If the board approves those, the mark, the palette and the £340,000 are execution and the March listing is safe. If it does not, we should say so today rather than after the packaging origination has been paid for.

Bel Hartnoll, Brand Director, 19 November 2026

11

Slide 11 · closing · Ends on the single decision the board is being asked to make, rather than on a thank you.

The structure

What each slide is doing, so you can reuse the order even with different content.

Slide 1cover
Names the decision the deck is asking the board to make, rather than announcing a rebrand.
Slide 2content
Separates the visible brand from the things that actually decide whether it works, before any design is shown.
Slide 3persona
The drinker in their own words, because the positioning that follows has to be true of them rather than of us.
Slide 4diagram
The positioning as a hierarchy, so the board can see which layer they are actually being asked to approve.
Slide 5comparison
Places the brand against the category on two axes, which is what turns a positioning claim into a decision.
Slide 6checklist
The five rules the identity has to obey, written as commitments rather than as adjectives.
Slide 7gallery
Shows the identity on real objects rather than on a white page, which is where a system either holds or does not.
Slide 8pillars
The palette as three working decisions rather than three swatches, with the job of each colour stated.
Slide 9content
Voice, written as ten concrete lines the marketing team can be held to rather than as three adjectives.
Slide 10process
The rollout with dates and a cost, which is what a board is actually approving when it approves a brand.
Slide 11closing
Ends on the single decision the board is being asked to make, rather than on a thank you.

What makes this deck work

Positioning comes before the logo

Audience, then the pyramid, then the perceptual map, and only then a colour. The standard sequence in the discipline is segmentation, targeting and positioning, so a deck that opens on a mark is presenting the last decision first.

The palette is three jobs, not three swatches

One red that only ever carries the valley name, one paper white that is the object rather than a background, and a brown for type that is deliberately not black. Assigning each colour a job is what makes a system survive somebody else applying it.

Voice is ten lines, not three adjectives

Five sentences the brand says and five it never says, including a ban on tasting notes. Adjectives cannot be enforced in a copy review; specific sentences can, which is the difference between a voice and a wish.

Questions people ask

What should a brand presentation include?

The audit, the audience, positioning, a competitive map, personality, the logo and colour system, typography, voice, applications and the rollout plan. Identity work belongs after the positioning is agreed, not before.

What is the difference between brand strategy and brand identity?

Strategy decides who the brand is for, what it replaces and what it claims. Identity is what carries that visually and verbally. Identity expresses the positioning; it does not decide it, which is why this deck approves the pyramid before the palette.

How do I present a rebrand to a board?

Show the gap between what the organisation projects and what customers actually hold, put the decision on one slide, and cost the rollout. This example asks the board to approve the bottom three layers of the pyramid and shows £340,000 over fourteen months.

How long should a brand guidelines deck be?

The presentation and the guidelines are different documents. This presentation is eleven slides. The manual that follows it covers logotype, colour, typefaces, layout and the non visual touchpoints, and nobody sits through that in a meeting.

What is a perceptual map and where does it go in a brand deck?

It plots the brand and its category on two axes so a claim about position becomes a decision the board can see. Here it sits on slide five, after the drinker and the brand pyramid and before any colour is shown, because the map is what proves the space being claimed is actually empty.

Should a new identity be shown on a white page or on real objects?

On real objects. Slide seven puts the identity on a bottle, a van and the other things a drinker meets, because a system either holds at those sizes or it does not. A logo presented alone on white always looks fine, which is exactly why it tells a board nothing about whether the work is finished.

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