Responses by Shaun Bowen, creative partner, B&B Studio
Background: Rocktails makes craft-distilled botanical drinks with zero alcohol, that can either be ingested by itself, or as a mixer with the spirit of the consumer’s choice. Targeting sophisticated foodies and following the growth within the non-alcoholic category, we wanted to create something beautiful that bestowed a sense of ritual and quality.
Reasoning: The packaging design was inspired by the craft behind the drinks. We wanted to reflect the exquisite combination of both rare and familiar ingredients that goes into each drink, and we captured this idea through the symbol of a mermaid—the most exquisite combination of the expected and unexpected. The ingredients are emphasized through the back label with an inspired illustration that can be seen through the transparent liquid and bottle.
Challenges: The most challenging aspect was ensuring standout originality, while sticking to the foundation of beauty, elegance and craft. We needed the drink to fit comfortably within the world of spirits, so we had to follow certain codes, but we also wanted the added uniqueness of the mermaid and illustration to achieve differentiation.
Favorite details: The mermaid illustration is a brilliant symbol for the Rocktails. First, it captures the combination of rare and familiar ingredients that go into the drink. Secondly, it reflects Rocktails’ location on the coast of Devon, United Kingdom, combining the land and the sea. And thirdly, it expresses the ambiguity of the brand’s stance on drinking versus not drinking—it’s up to you to decide who you want to be today.
Visual influences: While we were keen to not take any direct visual influences from specific brand or categories, the overall look is inspired by the world of premium spirits. The copper details reference the copper the products are distilled in.
Specific demands: The client provided us with the bottle; while it was elegant, it was also tall and narrow, making it difficult for the brand to stand out, especially with a lengthier name like Rocktails. Fortunately, this led to the design of a distinctive diamond-shaped label that allowed us to enlarge the logo while not encroaching on the view of the back label illustration.