Left Field Cider is a company based in British Columbia, Canada, which specializes in producing delicious apple cider. The team approached the branding company Exhibit A: Design Group to come up with an identity for the product.
Interestingly, both groups looked at the cider (as well as market research) and noticed a large untapped market for male drinkers in this arena. As such Exhibit A went with a more masculine look for the branding in order to appeal to this market. Many women drink cider, but it is often looked at as a "girly" drink, and therefore men tend to steer clear. However, with this new branding hopefully men will be given a little more leeway in terms of what is acceptable to drink, and what is deemed unworthy by peers.