UK spirit distributor, INSTIL DRINKS, commissioned Biles Inc. to create a new brand of Italian elderflower liqueur to be launched in bars, restaurants and the off-trade in the UK. The objective was to capitalize on the sparkling wine cocktail trend by creating a new brand based on a classic Italian cocktail; The HUGO SPRITZ (Elderflower liqueur and Prosecco).

“Our brief involved developing branding and graphics that in combination with a bottle selected by us, would communicate quality, Italian authenticity, and taste, but with a modern kick to position it for young people and their urban lifestyles.”

The result is a traditional grappa bottle with feminine curves, single mindedly presenting a rounded diamond label that features a classic brand scroll device, enveloped in elderflower filigree. Other details include a white flower brand mark (elderflower), a silhouette of the Roman goddess Flora, along with crowns, roundels and flourishes which all imbue the consumer with a sense of quality and craft. While one foot is firmly placed in tradition, elements such as the use of color and layout make the brand feel contemporary.