With .1% alcohol content, IKEA Cider Äpple is notably softer than its hard cider counterparts. By softening traditionally hard aesthetics — tattoo sleeves, leather jackets, motorcycle helmets— we comically position Cider Äpple as the soft apple cider.
Client: IKEA Cider Äpple
Tagline: Not As Hard As It Could Be
Art Direction: Jillian Mullin