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.
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.