New drinks is distilled with real fruit and botanicals that "amplify natural flavours," it adds, such as Raspberry with Lemongrass & Mint, Valencia Orange with Lime, and Green Apple with Ginger, "to give the same complexity and mouthfeel as full-strength spirits."

Quill Crafts was approached to work on the project by premium drink brand owner Elixir Inc., which briefed the agency to build a brand around its unique product story that stood out in the growing non-alcoholic beverage category.

"We quickly realized that what set brand apart was their master distiller's obsession with getting every last drop of flavor out of the real fruit used in its production, even if this meant raising a few eyebrows with his botanical combinations," says Quill Crafts.

This insight led to the brand story 'Fanatical About Flavor,' which is at the heart of all the designs. The packaging is rectangular and made of recycled aluminum, resembling a canister. It features bold red colors.

"The label uses craft cues in its paper stock, adorned with illustrations of fruit. These reflect the traditional skills of the master distiller and can also be used with graphical patterns to create a contemporary collage feel.

The brand wordmark uses modern, sans-serif letterforms featuring angled cuts. On the packaging, this is brought to life with spot gloss UV and sharply beveled embossing with deliberately offset gold key lines."