Making Irresistible spirits irresistible
What we did:
- Creative Strategy
- Visual Identity
- Art Direction
The Brief
After your successful work on our core range of spirits, we’re now ready to ramp up the quality, craft, and storytelling of our specialist tier too. Can you help?
The Insight
Whether they’re on the look out for their next savvy switch or a splash of spontaneous excitement, consumers have never been more open and confident in the quality of own-label. By offering variety and constantly innovating, supermarket own brands have not only squashed the stigma, but made their dupes desirable in their own right.
The idea
Make Irresistible, irresistible.
A suite of spirits (and cider) that champion own brand as an obvious choice.
As Co-op’s more premium offering, the Irresistible spirits and cider needed to feel superior and special on shelf, both in their own right and as part of a range. So we gave each one a unique story and visual style to go with it – united by the Irresistible copper as a common thread through foils and finishes.
For the 12 year barrel-aged whisky we took inspiration from the dramatic panoramic views of the Scottish Highlands. The simple, yet classic typography adds a refined, contemporary feel, while the bespoke label shape and tactile paper stock heroes the natural elements and raw textures found in the landscape.
“To make Co-op Irresistible, well, irresistible, it was all about the details. Moving far away from the simplistic box logo of the previous packaging, we added some much needed craft and consideration to the range. Now with their own identities, combined with consistent copper touches and luxury finishes, each bottle feels instantly special.”
Rich
Design Director
Light, airy, and elegant, the floral aesthetic and delicate pastels of the London Dry Gin celebrates the collection of fragrant botanicals it’s distilled with – complete with the ‘44 moniker as a nod to the year Co-op was founded.
In contrast, french grain vodka is clean and pure, just like the crisp Alpine air. With frosted glass, clear geometric shapes, and an elongated bottle, its splash of European sophistication reflects the quality of the liquid inside.
Co-op’s single malt takes inspiration from traditional Scottish kilt design – with a modern twist. Rich, deep colours, coupled with the opulent copper, and striking diagonally cut label act as a shortcut for quality and flavour.
Named after the Tillington Hills orchard, our reimagining of Co-op’s Irresistible cider celebrates the apples and the place they’re harvested from with abstract imagery and a modern organic feel that adds depth and charm to the drink.
“Each bottle is more distinct, more engaging, and much more irresistible. But they still all feel inherently us. We couldn’t be happier with the result.”
Lucie Burfitt
Packaging Design Manager — Co-op
