RTD cocktail and pack design follow the rule of thirds

RTD non-alcoholic negroni-style cocktail with three ingredients uses a label design that takes its three-bar color scheme from the palettes used on the packaging for each ingredient.

With its range of non-alcoholic distilled spirits, Seedlip has created delicious cocktails for the last four years. Earlier this year, Seedlip launched sister brand Aecorn Aperitifs with three varieties of non-alcoholic aperitifs for pre- and post-dinner drinking occasions. Their latest release is a non-alcoholic RTD take on the classic negroni cocktail, a popular Italian cocktail made of one part gin, one part vermouth rosso, and one part Campari, garnished with orange peel.

Having worked with Seedlip on the packaging for its namesake line of non-alcoholic beverages, as well as its Aecorn Aperitifs, brand design agency Pearlfisher was called upon to create a design for the the new product, called NOgroni, that would bring the dry drinking occasion into consumers’ homes. NOgroni comprises equal parts Seedlip Spice 94, Aecorn Bitter, and Aecorn Aromatic. Maintaining the rule of thirds, Pearlfisher utilized the recognizable brand elements from each of the three ingredients—the nature-inspired color palette, including the red/orange of Spice 94, the orange of Bitter, and the mauve of Aromatic, along with the font style and symbols—to communicate 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 Aecorn 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 this 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 0% alcohol level or a cocktail stirrer sitting in a glass being viewed from above. Says Pearlfisher, the package design brings a bold, straightforward graphic language to the brand, says Pearlfisher.

“We are so happy that the look of NOgroni captures just how unapologetic we are about our non-alcoholic take on a classic cocktail,” says Ed Collins, Design Manager at Seedlip. “We look forward to seeing how NOgroni grows and hope to see it rival some of the most famous cocktails in the world.”

NOgroni is available exclusively in the U.K. at the Seedlip website and at Selfridges.

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