During London Cocktail Week, the makers of Seedlip have unveiled their latest foray in ready-to-drink offerings – NOgroni. We partnered with Seedlip to design the identity and packaging for the non-alcoholic take on the classic negroni cocktail.

In designing the new brand extension, we had the chance to bring the dry drinking occasion into consumers’ homes. The NOgroni is comprised of equal parts Seedlip Spice 94, Æcorn Bitter and Æcorn Aromatic. Maintaining the rule of thirds, our team utilized the recognizable brand elements from each of the three ingredients – the nature-inspired color palette, font style and symbols – to communicate the NOgroni in simple terms.

“Our strategy here was really to continue to define the bold graphics and visual language that we’ve established for the non-alcoholic space with Seedlip and Æcorn Aperitifs in a way that complements the mobility of the NOgroni drinking occasion and the bold flavor of the cocktail itself,” says Hamish Campbell, Creative Director at Pearlfisher. “The Seedlip brand places priority on experiences, so we also established the straightforward nature of NOgroni through added touchpoints, like posters and coasters, to bring the brand to life.”

With the simple swap of one vowel for another, NOgroni’s name becomes a clever suggestion of a negroni cocktail without liquor. This personality is continued in the identity where the diagonal detail in the ‘O’ doubles as a “no” symbol to represent the zero percent alcohol level or a cocktail stirrer sitting in a glass being viewed from above. The package design brings a bold, straight-forward graphic language to the brand.

We’re excited to share more behind the design of NOgroni in the coming weeks!