Old Mout Packaging Design by Elmwood

Premium flavoured cider Old Mout approached us to help craft an award-winning limited-edition design for the brand’s #HabitatHero 2022 campaign across their multipacks and glassware. With the goal to protect half a million acres of habitat around the world, we had to ensure our packaging design conveyed this. We took design cues from their core mission in their partnership with WWF, echoing these efforts to protect habitats together to regrow the wild. A New Zealand brand at heart, the team were inspired by nature and wanting to look after it. Their national icon, the kiwi, was at risk of extinction and with Old Mout’s help, they’ve improved the status of the species from “endangered” to “vulnerable”, driven by the determination to help the population flourish once again across New Zealand. But habitat loss doesn’t just affect the kiwi - it’s one of the biggest threats to animals around the world. When Old Mout partnered with WWF, they wanted to ensure that species were being protected from extinction and that nature was being restored. This alarming reality that disappearing habitats is one of the biggest threats to animals around the world was one which Old Mout was looking to convey across its campaign with WWF. The team wanted to show that even where habitat loss is most severe, given the opportunity, nature will find a way to reclaim the environment - if only we play our part and let it go wild. We were challenged with creating a limited-edition pack design which conveyed this messaging, but still retained the brand’s joyful and light-hearted identity. With a simple, illustrative approach we were able to instantly communicate the idea of regrowing the wild on pack, creating new habitats as well as stand out on shelf. We worked with illustrator Kim Sielbeck to bring the individual joyful and lush landscapes to life, conveying that restoring these habitats is possible through the appropriate conservation actions. Inspired by the amazon rainforest, we were able to tell different stories of these environments, as well as highlight the endangered species that rely on these habitats for survival. Each flavour pays tribute to a specific species, hidden in the playful illustrations on pack. The final result is an eye-catching campaign that balances the important and serious message of WWF’s conservation work, together with the playful personality of Old Mout. The ongoing partnership between Old Mout and WWF has helped support the protection of 500,000 acres of natural habitat around the world.