Butterfly Cannon creates designs for new low-alcohol, low-calorie spirit brand TRØVE

TRØVE 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".

Butterfly Cannon was approached to work on the project by premium drink brand owner Distil Plc, which briefed the agency to build a brand around its unique product story that stood out in the growing low and no alcohol category.

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

This insight led to the brand story 'Fanatical About Flavour', which is at the heart of all the designs. The glass bottle is angular, smooth, chunky and designed to be easy to hold. Bottles feature an oversized label and a "pale blond" wooden cap.

The label uses craft cues in its paper stock, adorned with hand-painted illustrations of fruit. These look to reflect the traditional skills of the master distiller and can also be used with graphical patterns to create a contemporary collage feel. The packaging also uses gold foil, and blind debossed stamp details to give quality reassurance.

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 bevelled embossing with deliberately offset gold key lines. The Ø of TRØVE can be used alongside the sliced fruit illustrations or as a standalone device for digital applications.

Butterfly Cannon also created brand guidelines that are being used to roll out the brand identity across various communications. Follow more of their work on Instagram.