Écusson is a well known French cider brand. As cider is becoming more and more popular in the U.S., Écusson needed a bottle for this specific market.
But what is cider for an American? Is it like beer? A sparkling wine made with apples? An apple juice with a bit of alcohol? Or more like champagne? Well, the truth is, it’s nothing like that, and I guess you have to be French to understand. There is refinement in cider that you can't find in a beer. The idea was to show that refinement, and make its French roots obvious. I decided to use the codes of beer for the shape of the bottle, with a more refined and subtle type of label.