In 2024, AB InBev Korea wanted to launch an alcoholic cider brand that would turn the beer market on its head. Made with one whole apple per can and designed to “Turn your day around”, Elppa was born.

In a four-way collaboration between GUT Design, and our Singapore, Amsterdam and Buenos Aires offices, we built Elppa from the ground up. From naming (Apple spelt backwards, geddit?) and packaging to product testing and launch campaigns, we shaped every part of the brand to help AB InBev break into Korea’s untapped cider market with something fresh, and deliciously sweet.

‍