Seedlip Grove 42

Agency: Pearlfisher
Founding Partner & CEO: Mike Branson
Creative Director: Hamish Campbell
Client Director: Susan Levy
Project Type: Produced, Commercial Work
Location: United States

Pearlfisher creates the packaging design for Seedlip Grove 42, now available in the United States.

As the third variant in just three years, Seedlip Grove 42 contributes a citrus-forward flavor to the Seedlip product family. Combining bitter orange, mandarin, blood orange, lemongrass, ginger and lemon, this clean blend continues the brand’s mission to communicate a unique proposition in the drinks market as the world’s first distilled non-alcoholic spirit.

Pearlfisher’s challenge was identifying the distinct layers that set Grove 42 apart from the variants that came before—Spice 94 and Garden 108—in order to bring the integrity of the individual spirit to the forefront of the brand. Beyond the mainstays such as the cap color inspired by the copper stills used to create the product, we illustrated the natural ingredients of Grove to cue the product experience against a muted orange color palette, which is displayed on the face of the bottle and throughout the full range of brand touchpoints.

Hamish Campbell, Creative Director at Pearlfisher New York, adds, ”Our partnership with Seedlip enables us to expand on the visual ingredient cues that lend to the product’s desirability. Like the Hare and the Fox from the variants that precede it, the Squirrel on Seedlip Grove 42 stands alone as a unique experience from the shelf to the glass, while burrowing into the equities that are now second nature with Seedlip. This is a brand full of innovation in the non-alcoholic drinks category and it’s imperative that we underscore this fact through our strategy and design.”

Ben Branson, Founder of Seedlip, comments, “The drinks industry is a fascinating, wonderful community comprised of bartenders, chefs and people who are extremely passionate about what they're
doing. We’re really excited to share Grove with this community and beyond. Maintaining a thread of innovation at Seedlip keeps us lean and fast on the outside, and it keeps us grounded and connected to the natural world on the inside.”

This addition arrives in the wake of Seedlip's ground-breaking global success that led the brand to be included in some of the best cocktail bars, Michelin-star restaurants and hotels across the world.