Alcoholic Ready to Drink brands (RTD) have a reputation for being sweet, childish and artificial. The project was initiated by the department of innovation at Arcus Norway, who identified an opportunity to change the perception of the category by creating a series of crafted cocktails with natural ingredients for a more adult and quality focused consumer.
Tales of (33cl)
A growing trend shows that consumers prefer alcoholic beverages with lower ABV in connection with an increased focus on health and a renewed interest in process, origin, and ingredients. Male consumers, in particular, are the drivers for this growth focusing on convenience, freshness and taste-complexity. We were asked to create a brand platform for this new range that would transmit craft and natural ingredients and connect with the target group of 25+. The naming “Tales of” was decided and tested by the client together with the first three cocktails: Mojito, Gin&Tonic and Moscow Mule.
The secret to a good premixed cocktail is really not a secret at all: ingredients. Naming and story though have proven to be as important to the success of a cocktail. Most of the cocktails we are drinking today were born between 1880 and 1930 and the concept is to celebrate these stories (or legends, distortions, half-truths) to reinstate the “soul” of every cocktail and lift the ingredients they are made of.
The history of Mojito
Sir Francis Drake was hailed across England as a hero after helping defeat the Spanish Armada in the 16th century. It is said that a mojito-like drink was invented after Drake found himself near the city of Havana. Called El Draque, the cocktail had aguardiente (early rum), sugar, lime and mint. When the aguadiente was replaced with rum, the mojito was born. Over the next 100 years, the original combination of ingredients evolved. The ‘burning water’ was (thankfully) swapped out for more modern rums.
1. Havana Nightclub in the 1950s
2. Constantino Ribalaigua Vert came to be known as “el rey de los coteleros,” or the cocktail king of Cuba. His skills as a mixologist were so legendary that tourists and locals alike would flock to the El Floridita bar in Havana for a drink mixed by “Constante.”
3. La Bodeguita del Medio, the birthplace of the modern Mojito, was the center of Havana’s cultural effervescence of the 40ies. Attracted by the bohemian charm of the place, writers, choreographers, musicians or journalists met there in a convivial ambiance.
4. Poster from the 1959 "Visit Cuba"
We took advantage of the fact that we didn’t have any spirit brand or a bartender name to relate to, and were free to define a new look for this product category. The illustrations and storytelling offer a more crafted and contemporary take on the RTD category suggesting a committed approach to the real taste and quality ingredients. The overall playful look is paired with a factual and detailed side true to the production as well as a recount of who, where, and how the drinks came to be. An overall independent attitude is instilled in the products, triggering curiosity to try the entire range. The brown bottle contributes to communicating craft and helps to preserve the natural juice and ingredients.
Natural wine, music, and culture in a backyard in Tullinløkka (Oslo)
Stereoscope Coffee Roaster
Restoring appreciation of coffee as a living plant
Made with Himkok´s legendary unaged Aquavit
An organic farm in Washington articulating a new idea of deliciousness
The Cocktail Factory
A new range of RTD's, following the success of Shake-it Cordials
Pursue Hard Seltzer
A range of sparkling sodas for grown-ups. Made in India
Making wines by honouring natural and self imposed constraints
We live in the house across the street
The second novel by photographer and writer Morten Andenæs.
A farm on the island Helgøya doing regenerative agriculture, with ecological chickens and an edible garden
The cheese maker that made it to Maaemo
Bringing cordials back to the "Art of Mixing". Crafted in Copenhagen.
The Lab is our terroir. A range of alcohol-free wine alternatives.
Traditional, family driven sausage factory in Follebu
Handmade and ecological skincare made by Cecilie F. Egeberg
Oslo is the home of the world's most sustainable bar
The creation of Marthe Bøhn, pioneering in a male-dominated business
A Norwegian engineer-turned-chocolatier
Bringing back the joy of baking to a gluten-free living
Tales of (33cl)
These are the tales of Vodka, Gin and Rum
Cognac for special occasions that feels modern and accessible
A selection of our projects made into pins
Good and honest buildings sustainably produced in wood
Sepoy & Co
Indian tonic, made in India, by Indians
"Du, jeg, og Erik"
A naked and vulnerable first novel by the photographer Morten Andenæs
Tales of (70cl)
A captain, a barman, a mule and two lucky friends
Celebrating 30 years and giving honour to a master distiller
Creating a contemporary vessel for the most humble of all drinks
A range of ecological products for the care of mother and child
Medicinal plants are at their strongest if collected on Midsummer night
Norwegian parfumes by Kristian Hilberg and nose Delphine Thierry
Craft cider from deep inside the Sognefjord
Backe i Grensen
The last standing family-owned department store in Oslo
Balholm Epledram 6666
The story of the gardener and his 6666 apple trees
The Medieval Scandinavian wine was made of fruit
Lysholm No 52
After 52 trials of the recipe, distiller Ivan Abrahamsen was satisfied
In Norway, this is called the "Pinnevin" – the 'stick wine'
An unpretentious wine bar with serious wines in the center of Oslo
Founded in 1855 as a collaboration between regional farm distilleries
A traditional Scandinavian winter beverage of warm wine with an infusion of spices
When you find the other half - a wedding invitation
Fiin Gammel Portviin
In 1923 a deal with Portugal ensured port wine to Norwegians in exchange for cod
Recovering pagan agricultural symbols for the spirit of Christmas
Pietro di Campo
A range of wines inspired by Italian gestures
One of the first natural wines in Norway
Mysen is famous for Jan Garbarek – and now ice cream
Bodega La Serrana
A rural organic wine from Bierzo
Shakespeare, Sonia Delaunay and concrete poetry in a bottle
Oslo-based production studio doing animations, films and installations
Creating a sense of place through local decorated ceramics
A Michelin starred Chef and his Aquavit - redefining a category language
Pioneering the use of premium Italian papers to elevate wines in BIB