In 2015, Nathan Yoder was commissioned by Rob and Kelly McCune from Runcible Cider Co. to help brand their family cidery and expand the brand’s visual identity. Since then, Nathan has worked closely with the McCunes to design updated labels as new varieties of their cider are released.
The story behind Runcible Cider, as well as the brand’s visuals, is particularly charming. A small family business with roots in Mosier, Oregon, Runcible Cider is fairly small in scale and houses 1,000 traditional cider apple trees, many still in their infancy. The name and imagery of the Runcible brand are derived from the poem “The Owl and the Pussycat” by Edward Lear, a favorite of the McCunes and a line from which is engraved on their wedding rings.
Nathan wished to communicate the visual motifs and story behind Runcible Cider through his illustrations and hand lettering. As Nathan explains:
“The objective was to capture the whimsical and adventurous spirit of Rob and Kelly as reflected in Lear’s poem, while also visually communicating the folklore surrounding the story.”