TRØVE is a new low ABV calorie-light, botanical vodka spirit drinks brand which taps into “post-Covid upsurge of interest in a more balanced lifestyle”. Distilled with real fruit and botanicals that “amplify natural flavours” and “give the same complexity and mouthfeel as full-strength spirits” TRØVE welcomes flavours such as Raspberry with Lemongrass & Mint, Valencia Orange with Lime, and Green Apple with Ginger to the shelves. 

Holborn-based creative agency Butterfly Cannon was approached to work on the project by premium drink brand owner Distil Plc, which briefed the agency to build a brand around its unique product story that stood out in the increasingly popular category of low and no alcohol.

‘Fanatical About Flavour’ is the brand story behind this unique new drink. Inspired by TRØVE’s master distiller’s obsession with getting every last drop of flavour out of the real fruit used in its production. The glass bottle is thus angular, smooth, chunky and designed to be easy to hold. Bottles feature an oversized label and a “pale blond” wooden cap, providing a lighter feel than classic cork. 

The label uses craft cues in its paper stock, adorned with hand-painted illustrations of fruit which reflect the traditional skills of the master distiller and can also be used with graphical patterns to create a contemporary collage feel. The packaging also uses gold foil, and blind debossed stamp details to give quality reassurance. 

The brand wordmark adopts modern, sans-serif letterforms featuring angled cuts brought to life with spot gloss UV and sharply bevelled embossing with deliberately offset gold key lines. The Ø of TRØVE can be used alongside the sliced fruit illustrations or as a standalone device for digital applications. Follow more of their work on Instagram.