Derrick Lin


Design: Boundless Brand Design
Location: United Kingdom
Project Type: Produced
Client: Tails Cocktails
Product Launch Location: Global
Packaging Contents: Pre-Batched Cocktails
Packaging Substrate / Materials: Glass bottle

Boundless Brand Design has been working with pioneering business Tails Cocktails to develop an updated brand identity and packaging design, launching alongside two of the world’s most highly awarded Limited Edition rum cocktails. Tails offer premium batched cocktails, exclusively designed for the on-trade, to make high-quality cocktails more accessible, consistent and faster for a broader audience.

The two-feather logo was inspired by the origins of cocktails when rooster feathers were used in a tavern in 1779 to stir alcoholic mixed drinks and provide colourful garnishes. These drinks later became known as cock-tails. The logo proudly takes centre stage on the newly designed bottle for the two “Legacy Cocktails”, which are winning Cocktails of the Bacardi Legacy Global Competition that took place in Amsterdam earlier this year, where bartenders from around the world compete to create new cocktail legacies.

The bottle has been designed as a professional bartending tool, using a tall 1L bottle with a long neck that celebrates the liquid and a label with the bartender’s signature, cocktail ingredients and name clearly featured. The ‘Pink Me Up’ cocktail has been created by the BACARDÍ Legacy Global Champion 2019, Ronnaporn Kanivichaporn, from Bangkok, Thailand; the 2019 UK winning cocktail, ‘Rum Reverie’ was created by Bristol-based Chelsie Bailey. Both will have been exclusively served at The Rum Kitchen in Soho during London Cocktail Week.

Boundless Creative Director & Founder Hamish Shand says: “We are excited to have worked with Tails on creating an iconic identity that reflects the brand values and personality. Tails are pioneering cocktails with innovative techniques in batching and are taking the drinks industry by storm. This new iconic and crafted presentation of the visual identity reflects the overall premiumisation of the category, and Tail’s continued ambition to be the leader.”

Nick Wall, Founder, and CEO of Tails says: “We are thrilled with the logo and identity that Boundless has developed with us. Bringing our feather symbol to the forefront conveys our brand more distinctly, and the overall visual identity captures the fact that Tails is exclusively designed for on-trade professionals. We very much enjoy working with Boundless who are as passionate about brands and design as we are.”