Counter Studio

L’Atypique Cidre

Crafting a new look for Normandy Cidre.


L’Atypique Cidre

Brand identity

L’Atypique is not your typical cider (or even ‘cidre’), hence the name. A world away from the strong, head-spinning stuff, this zingy and refreshing fine French table cider is easy going and perfect with food.

And a distinctive craft cider needs a distinctive crafted look to match.

We developed a simple naming structure and visual hierarchy across the four-product range: apple and pear in shades of green on a rough kraft paper make up the standard range; while a soft warm grey and dusky pink on a pale uncoated stock gives the Limited Press Reserve Cidre and Rose a more sophisticated feel. 

Hand set in a distinctive grotesque wood type, L’Atypique sits proudly across the top half of each label. Below the details of each variety are set in a variety of crisp Caslon founts. Initially letterpress printed from original type at The Counter Press, the artwork for each label has been digitised for wider use.

And it's so far so good. The rebrand has seen sales and stockist increase significantly, and can now be found in bottle shops, bars and restaurants across the UK.


L’Atypique Calvados


With the success of the cidre, L’Atypique branched out and have now added a special edition calvados to the range.

Packaged in an elegantly slim bottle, smaller than the rest of the range, the Calvados needed to look like a premium spirit, while still feeling part of the L’Atypique family. With a simple rotation of the wood type logo, we created a sharp and sophisticated twist to the identity.

Like the Limited Press Cidre, the calvados uses dusky tones and pale uncoated stock, with details set in classic Caslon, making sure all the varieties can sit comfortably alongside each in the drinks cabinet.