Tails is renowned for its delicious no-fuss pre-mixed cocktails which allow for speedy bar service, or on-the-go drinking.
Sheridan&Co created a new brand identity for the brand who wanted to create something fun whilst telling the story of quality and heritage.
“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH.”Michael Sheridan - Chairman and Founder
A new sort of a product in a relatively fresh market, understanding the premixed product and how customers would receive it was key.
We wanted to build a rich brand story around the product that would assure the consumer of convenience but most importantly; taste and quality.
“Tell the story full of character through THE INVENTOR, THE CRAFTSMAN, THE SHOWMAN…”
With a partnership with Bols in Amsterdam, inspiration and knowledge from New York, and founded in London, the heritage of Tails is what makes them the expert.
By building a narrative around the global heritage and expertise, the consumer instantly receives a message a quality, which translates in to taste; supported by the high quality of ingredients used by the brand.
“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE BRAND TO IDENTITY.”Michael Sheridan - Chairman and Founder
In order to tell the story of the characters and resources of the three key locations; London, Amsterdam and New York, we created an icon for each, which combine to create a contemporary design which is driven by heritage.
Whilst the Tails brand and product focuses a beautifully finished product perfect for at home or for use through trade, the brand also product a line of canned on-the-go cocktails, under the name NIXD.
Referencing the founders (Nick and Nick) and a play on the word ‘mixed’, the NIXD cans needed to tell the same Tails story of quality but in a simpler way. Each can features a hand-painted illustration of the key ingredients for easy shopper-navigation and a bold and simple brand name.
“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
Packaging design for Tails has been crafted with bespoke watercolour illustrations inspired by the ingredients. The designs are laid on cream textured paper that wraps around the clear glass bottles.
The Tails cans have are based on the watercolour paintings and converted into 6 colour graphics to prepare for the printing colour limitations.