Growers

Element Award — Packaging

JACKNIFE INC.

Toronto, Ontario, Canada

Growers, Canada’s second-largest cider brand, partnered with Jacknife to reinvent its image after nearly a century of success left it tethered to outdated perceptions. The objective was to modernize the brand for a younger, style-conscious demographic while respecting its rich heritage and loyal customer base.

On the left, two hands holding up cans of Growers cider. On the right, a close up of the can.

Through category immersion, competitor audits and strategic design exploration, Jacknife developed a refreshed visual identity and flexible packaging system for Growers’ vast portfolio of over 25 products. The updated logo, bold flavour-specific colour coding and custom fruit illustrations formed the “Trifecta” system. This approach ensured heritage recognition while creating a vibrant, modern brand presence.

The results were immediate: the revitalized Growers connected with a new generation of cider drinkers while strengthening loyalty among existing fans. With its renewed confidence and contemporary edge, Growers now stands poised to capture hearts, shelves and market share for decades to come.