asked by INSTIL DRINKS, the UK based distributor of hand picked spirits, liqueurs and beers to help them create a new brand for an Italian elderflower liqueur to be launched in bars, restaurants and the off-trade in the UK. The objective being to capitalise on the trend of sparkling wine cocktails, and create a new brand from a classic Italian cocktail idea; The HUGO SPRITZ (Elderflower liqueur and Prosecco).Our brief involved developing branding and graphics that in combination with a bottle selected by us, would communicate quality, Italian authenticity, and taste, but with a modern kick to position it for young people and their urban lifestyles.
Biles Inc. came up with the name ‘Fiorente’ which is punchy and creates a great bar call while supporting the authentic Italian and elderflower (fiore being Italian for flower) liqueur USP. The result is a traditional grappa bottle with feminine curves, single mindedly presenting a rounded diamond label that features a classic brand scroll device, enveloped in elderflower filigree. Other details include a white flower brand mark (elderflower), a silhouette of the Roman goddess Flora, along with crowns, roundels and flourishes which all imbue the consumer with a sense of quality and craft. While one foot is firmly placed in tradition, elements such as the use of colour and layout make the brand feel contemporary.
