Tails is renowned for its no-fuss batched cocktails, made for speedy bar service or drinking on the go. We created a new brand identity for a brand that wanted to feel fun while telling a story of quality and heritage.
“We are insatiably curious and never stop asking questions. We take a strategic approach.”
A new sort of product in a fresh market, understanding the batched format and how customers would receive it was key. We wanted a rich brand story that assured the consumer of convenience but above all taste and quality.
Build a narrative around global heritage and expertise. That instantly signals quality, which translates into taste, supported by the high quality of ingredients the brand uses.
“If you want to make your consumer feel something, you have to know how to translate a brand into an identity.”
To tell the story of Tails' influential characters, locations and resources, we created a set of icons that combine into a contemporary design driven by heritage, carried across bottles and the on-the-go can range.
Packaging was crafted with bespoke watercolour illustrations inspired by the ingredients, laid on cream textured paper wrapping the glass bottles. The cans translate those paintings into bold six-colour graphics ready for print.
Heritage and taste, told on every bottle.