Steph and Tim, two former Diageo brand ambassadors, have two passionate ambitions; to save the bees, and reinvigorate the declining Calvados market to ensure the local distilleries, producers and farmers in this historic region of Normandy don’t disappear from existence. They had the idea for the liquid, and the brand purpose clearly defined – but no idea what it looked like. That’s where we came in.

The Wonder

We developed a truly beautiful illustration style, which delivers not only the right tone of voice for the brand, but allows us to create a compelling and engaging visual narrative. Meaning that words are
not needed – the pictures do the talking and as they say – as picture says a thousand words.

We also crafted a strong and flexible brand mark that honours the traditional name (avallen is Cornish for apple tree), but has a unique modern edge.

The illustration has been fully developed to do the storytelling across all touchpoints of the brand.

First the packaging, then a brand world, and taken across all activation touchpoints from digital, to sales training material, to POS and events.


Brand world, packaging & POS assets.

The Challenge

Bring to life Avallen as a brand, communicating it’s core purpose
and positioning and define a visual tone of voice that delivers to
the authenticity of the founders passion for bees, liquid innovation
and rural France.


This is a brand with a real, powerful and ownable brand purpose. Something that is top of the list as a requirement when launching a drinks innovation brand. Avallen is a true innovation product that both steps outside of the norms of the category of Calvados and strays into the consumption occasion of other categories with its light and refreshing taste profile.

The visual storytelling must deliver a brand narrative that feels authentic & approachable, and needs to make a genuine emotional connection with first the trade, and then consumers in order to drive first consideration, then trial, and ultimately true love for the brand.


Avallen sold its first production run prior to launching on the market. And the feedback on the liquid, the packaging and the brand has been nothing but positive. We cannot wait to see where this journey takes us.


Packaging & Brand World Development


POS Assets

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Digital Assets


Avallen Launch

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Drinks Strategy