Shaped By has used the following skills/services in the project.
The story behind Pulpt
Working together in the corporate world, Al and Jim hatched a plan over lunch to escape the rat race and follow their cider-fuelled dreams. With the craft beer revolution already well underway, they made it their business to bring real cider back to the forefront of the beverage industry. And with that, Pulpt was born – a pioneering independent craft cider company, pulping and pressing their apples from selected Somerset Orchards.
Objectives
What we did
This was a classic start-from-scratch piece. We worked with the co-founders of Pulpt, challenging their ideas and perceptions of the market and how their brand would sit within it. By undertaking research into the market – and really understanding the individuality of the Pulpt proposition – we were able to develop a creative concept which complemented the personality of the brand and its aspirations.
Approach
We always ensure our creative thinking is underpinned by evidence. Taking time to step back and compare our creative with those currently on the market helped us develop a unique product identifier. The approach to Pulpt’s drink was one of precision and measurement, to reflect this we created flavour wheels which would detail to consumers the exact breakdown of flavours in each variety.
"Pulpt is right on the cutting edge of cider in the UK. These are modern ciders for modern, curious drinkers. You get all of the character and intensity of flavours, but crucially there is an honesty and level of engagement and education that is at the forefront of this category."
Gabe Cook, Ciderologist