With their range of non-alcoholic distilled spirits, Seedlip has created delicious cocktails for the last four years. Earlier this year, the launch of sister brand Æcorn Aperitifs unveiled three varieties of non-alcoholic aperitifs for the pre and post-dinner drinking occasion. And most recently they wanted to bring the dry drinking occasion into consumer's homes with a new brand extension, NOgroni.
The NOgroni is comprised of equal parts Seedlip Spice, Æcorn Bitter and Æcorn Aromatic. Maintaining the rule of thirds, we 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.
With the merely swap of one vowel for another, NOgroni’s name becomes a playful 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.
Our strategy 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.