Non-alcoholic aperitif Everleaf has undergone a strategic repositioning and redesign by B&B studio as it seeks to grow its presence in both the on-and off-trade and launch a range of new products under the Everleaf name. Building on the success of its initial SKU – a bittersweet aperitif that’s the perfect base for a traditional spritz – Everleaf’s new flavours include a vibrant and aromatic aperitif inspired by Mountain plants and blossom, and a crisp and fresh aperitif that uses Marine flavours together with more traditional gin botanicals.
Born from the biomes
Everleaf was founded by Paul Mathew, inspired by his unique experience in the worlds of both bartending and conservation biology. The drinks are crafted from complex blends of botanical distillates and extracts, resulting in liquids that echo not just the taste, but the texture and mouthfeel of alcoholic drinks. To create a harmonious range, each liquid is inspired by different biomes of the natural world – Forest, Mountain and Marine – creating a strong platform for design that brings those different eco- systems to life.
Design with depth
B&B studio was keen to reinvent the existing design to give Everleaf greater stature and story-telling within the fast-evolving world of adult drinks. Originally packaged in a tall bottle with a patterned label, the brand had more in common with the world of cordials than craft spirits. With its broad shoulders and sophisticated neck, the new bottle feels at home among its crafted peers. The label designs express the essence of each biome in the background, while focusing in on a single embossed botanical to tell the story of Paul’s search for the perfect ingredients. The abstracted photographic style brings a realness to the product without being too literal, and shafts of light help deliver a sense of the evening aperitif occasion. The sophisticated colour schemes evoke naturalness, and echo the colour of the liquid’s within, while scattered foils add premium cues.
Claudia Morris, Creative Director at B&B studio, says: “The new range is harmoniously designed for real collectability, but each label tells the unique story of each liquid and its inspiration. While rooted in the natural world, the design is incredibly effective at communicating the taste, occasion and emotion associated with each drink.”
Adele Macky, Marketing Manager at Everleaf adds: “The new Everleaf design perfectly captures Paul’s unique expertise in finding and understanding botanical ingredients and blending them into exquisitely crafted and complex drinks.”
Everleaf’s new branding and full range will launch this November in M&S food stores.
Source: B&B Studio