Design: Butterfly Cannon
Location: United Kingdom
Project Type: Produced
Client: Distil Plc
Product Launch Location: United Kingdom
Packaging Contents: Low abv vodka with real fruit and botanicals
Packaging Substrate / Materials: Glass, Paper, Wood
Printing Process: Lithography, Foil Stamping, Blind emboss

Tapping into the post-Covid upsurge of interest in a more balanced lifestyle, TRØVE is a range of lower ABV, calorie-light, botanical vodka spirit drinks distilled with real fruit and botanicals. Premium drink brand owner Distil Plc came to us to build a brand around this product story that stood out in the growing low & no alcohol category.

A heavily textured ‘craft’ label stock with juicy, hand-painted illustrations of fruit brings the all-important taste appeal and captures the hands-on, traditional skills of the master distiller. But sliced up and mashed up with graphical patterns to create a contemporary collage of explosive flavour, leaves no doubt about his unconventional, maverick approach. Gold foil and blind debossed stamp details give quality reassurance.

At the heart of this flavour explosion sits the brand word-mark – layering up the unconventional edginess with dramatically modern, sans-serif letterforms featuring angled cuts, spot gloss UV and sharply bevelled embossing with deliberately offset gold key lines. The ownable ‘Ø’ of TRØVE interacts with the sliced fruit illustrations and can also be used as a standalone device for digital.

The glass bottle is angular, smooth, chunky and easy to hold – the perfect backdrop for the bold, oversized label. A pale blond wooden cap is a last reminder of the craft that has gone into delivering full-on flavour that is light in calories and ABV.

Our thinking was collected into brand guidelines that are being used to roll out the brand identity across comms as TRØVE builds on the success of gold and silver medals at The Spirits Business Low & No Masters 2021.

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