Long Tail
Alex and Tom. Two friends with a shared passion for dark spirits. Wanting to explore and offer you something different, something crafted especially when drinking. My job was to design a brand that would help you discover dark spirits in a new light. What I Delivered: Visual Identity, Creative Direction, Package Design, Brand Guidelines & Environments.
Brief
Disappointed with what was available to accompany drinks such as rums, whiskies and bourbons, Long Tail decided they wanted to challenge the market by curating drinks that harmonise with dark spirits, rather than mask their unique flavours. Through experimentation and discovery, tailoring mixers to accompany, but most importantly, complement, dark spirit flavours.
Approach
We were guided by a solid brand mission — our task was to create an identity that embodied the compelling story of the brands’ nature. The Mongoose. Lucky are those who cross paths with a long-tailed mongoose, or so the saying goes in caribbean folklore. We drew inspiration from iconic Mongoose and its character and habits. Developing a brand opportunity which like these naturally curious creatures, offers a little luck to those who dare to be different.
Outcome
We created a positioning and brand identity for Alex and Tom, inspired by the mischevious characteristics of the Mongoose. Guided by our “Discover dark spirits in a new light” brand essence, the design has a fully crafted and unrestrictive visual language, uses beautifully foiled silhouettes to inspire a family of mixer recipes. Sunset colour palettes, pattern and witty tone of voice give the brand it’s personality. Deliciously different mixers that always search for more.
