ADF&PCD and PLD Paris | Industry News

Design Case Study | Butterfly Canon’s packaging design for TRØVE captures the intense flavours of the drink

Butterfly Canon has created this amazing design for TRØVE, a new low ABV botanical spirit brand. Discover the inspiration behind this vibrant project in our exclusive design case study below.

Working with the team at Distil, Butterfly Canon quickly realised that what set TRØVE apart was their master distiller’s obsession with getting every drop of flavour out of the real fruit used in its production.

This insight led to the brand story of ‘Fanatical About Flavour’, which was at the core of everything the agency designed.

A heavily textured ‘craft’ label stock with juicy, hand-painted illustrations of fruit brings the all-important taste appeal and captures the hands-on, traditional skills of the master distiller. But sliced up and mashed up with graphical patterns to create a contemporary collage of explosive flavour, leaves no doubt about his unconventional, maverick approach.

At the heart of this flavour explosion sits the brand work-mark – layering up the unconventional edginess with dramatically modern, sans-serif letterforms featuring angled cuts, spot gloss UV and sharply bevelled embossing with deliberately offset gold key lines.

The ownable ‘Ø’ of TRØVE interacts with the sliced fruit illustrations and can also be used as a standalone device for digital.

The glass bottle is angular, smooth, chunky, and easy to hold – the perfect backdrop for the bold, oversized label. A pale blond wooden cap is a last reminder of the craft that has gone into delivering full-on flavour that is light in calories and ABV.

–           Product: TRØVE spirits

–           Brand owner: Distil

–           Design agency: Butterfly Canon

–           Launch date: August 2021           

–           Launch country: United Kingdom

–           Pack manufacturers: NA

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