The flourishes on the bottle mimic the pattern on the traditional stoneware jug that is used to serve the cider in the region. It speaks of tradition and has an old fashioned appeal which is modernized by the overall clean and bold look of the label. Yet the design feels handmade due to the organic shapes and hand lettered font. The fruit shape varies with the beverage type and becomes a window into the bottle through dye cutting. The beverage is made from organic and simple ingredients. The simplicity of the logo is intended to communicate this message.