2 Towns Ciderhouse

Building a high-performing beverage system across innovation, retail, and brand storytelling.

overview

During my time as Lead Designer at 2 Towns Ciderhouse, I led the creative development of over 50 product launches across multiple brand lines—including flagship innovations, non-alcoholic beverages, and experimental extensions.

My role extended beyond packaging design. I was responsible for building cohesive brand systems that translated across packaging, retail, digital, and marketing—ensuring each product not only stood out individually, but strengthened the brand as a whole.

the challenge

The challenge was scale and consistency.

With a rapid cadence of new product releases, each launch required a distinct identity while still feeling unmistakably part of the 2 Towns ecosystem. This meant balancing creative exploration with system-level thinking—ensuring the brand could evolve without losing cohesion.

At the same time, every product needed to perform in a competitive retail environment, where shelf impact, clarity, and storytelling all play a critical role in purchasing decisions

the approach

The approach centered on building flexible brand systems rather than one-off designs.

Each product line was developed with its own visual language—tailored to its audience and positioning—while still anchored within the broader 2 Towns identity.

From naming and concept development through final production, the focus was on creating work that felt intentional, scalable, and built for real-world performance.

THE SYSTEM

More than a label.
A system built to grow.

Rather than treating each release as a standalone project, I developed systems that could expand over time—allowing new products to slot in seamlessly without reinventing the wheel.

This included:

Packaging systems that adapt across SKUs and formats
Visual hierarchies that maintain clarity across complex product lines
Cross-platform consistency from can to shelf to digital
Retail and sales materials that reinforce brand storytelling at every touchpoint

The result is a body of work that not only looks cohesive, but functions cohesively—supporting both brand growth and market performance.

FEATURED PROJECTS

The Baddie

A bold, expressive cider line designed to stand out both visually and culturally—balancing attitude, storytelling, and shelf impact.

Recognized with a Global Crushie Award, reinforcing its success both creatively and in-market.

Sidekick (Non-Alcoholic Line)

A complete branding system for 2 Towns’ non-alcoholic line—designed to feel vibrant, refreshing, and distinct from traditional cider offerings while still connected to the parent brand.

Awarded Gold for Design at the 2025 Proof Awards.

TeaREX

A highly conceptual brand blending playful illustration with structured packaging design—resulting in a product that feels both imaginative and commercially viable.

Winner of a Global Crushie Award for Packaging.

Extended Systems

Additional contributions include: