I worked with US craft sensation Schilling Hard Cider to rebrand their cider house. This involved an overhaul of their mission, vision, values, brand proposition statement (strap line), manifesto, and character sheet. I spent lots of time gathering real employee thoughts and feelings on this playful, joyful product (as well the consumer research provided) to create a down-to-earth, witty brand that matched the cans' zany aesthetic. I then created a complete "Speak the Schillingo" tone of voice guide to help other writers express the Schilling tone of voice consistently.