A treasure trove of flavours By Chris Joscelyne, Marketing Manager, Butterfly Cannon
How Butterfly Cannon captured the maverick nature of the fanatical about flavour, lower ABV, botanical vodka spirit brand, TRØVE.
he shift towards a
more balanced lifestyle continues to grow, only
as complex and have the same
mouthfeel as full-strength spirits.
accelerated by the pandemic. As
Distil came to us to build a brand
not just how much we drink
that stood out in the growing low
part of this, we’ve been rethinking but also what we drink. The low
and no alcohol sector has been
gaining traction as it shows that
moderation doesn’t have to mean compromise.
Tapping into this trend is TRØVE, a new range of lower ABV, calorie-
light, botanical vodka spirit drinks
from premium drink brand owner Distil Plc. Big on flavour, low in
alcohol, TRØVE is distilled with real fruit and botanicals. The
around this unique product story and no alcohol category and
was a natural fit for their high-
unwavering knowledge of flavour. His obsession and excitement
inspired us to create a brand and packaging design that reflects
this fanatical emotion through an illustration style that conveys the same energy and passion.”
end spirits portfolio. We saw the
Juicy, hand-painted watercolour
the master distiller’s obsession with
label bring the all-important
opportunity to centre this around getting every last drop of flavour from the fruit, even if this means raising a few eyebrows with his
radical botanical combinations.
“Fanatical about Flavour” became
the brand story and the foundation of everything we designed.
illustrations of fruit on the
taste appeal and capture the hands-on, traditional skills of the master distiller, but are
sliced up and mashed up with graphical patterns, creating a
contemporary collage of explosive taste. This leaves no doubt about his unconventional, maverick
range includes Raspberry with
For Butterfly Cannon’s Creative
Orange with Lime, and Green
TRØVE apart is its amazing master
At the heart of this flavour
with flavour. The brand name
word-mark – layering up the
Lemongrass & Mint, Valencia Apple with Ginger – carefully
selected pairings that unlock and
amplify natural flavours to ensure the 100% natural, vegan, gluten-
free, zero sugar, 30% ABV drinks are
12.
Director, Arron Egan, “What sets
distiller who is literally obsessed
TRØVE alludes to the treasure trove of flavours that the master blender has at his disposal and also his
packagingbirmingham.com | packaging-london.com
approach.
explosion sits the brand
unconventional edginess with
dramatically modern, sans-serif
letterforms featuring angled cuts.
