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Design: Afterhours Studio
Calligraphy Illustrations: Sue Bicknell
Location: United Kingdom
Project Type: Produced
Client: Xachoh Ltd
Product Launch Location: Europe
Packaging Contents: Non-alcoholic spirits
Packaging Substrate / Materials: Glass bottle
Printing Process: Foil stamping

BEFORE: This purposeful range of premium, alcohol-free spirits crafted from Silk Road herbs and spices inspired by centuries-old Persian herbalism required a luxurious and exotic new identity equal to its illustrious roots.

AFTER: Our brand concept of ‘The Enlightened Spirit’ captured both its progressive, scholarly heritage and the more subtle, sensory uplift the spirits offer. This was expressed through the calligraphic brand mark of the mythical Simurgh -a beautiful bird reputed to spend its entire existence in flight, a sighting of which was said to bring good fortune to those who experienced it.

The pack design alludes to the distillation process: A series of stylised icons representing the unique combination of herbs and spices that create each signature blend form a line across the printed label. The expressive calligraphic brand mark emanates from these ingredients symbolising the alchemy and chemistry of flavour combinations that go into creating an uplifting and enlightening drinking experience. The brand mark is hot foiled directly to the glass using 24-carat gold to reflect the craft and status of the spirits within.

What’s Unique?
A brand identity and packaging design that celebrates the non-alcoholic drinking experience as something more rather than less. The creative expression seeks to convey a more luxurious experience and unique sensory ‘lift’ without the presence of alcohol.