Working with founders to launch a CATEGORY DISRUPTOR WITh a mission to be THE most Sustainable spirit

Steph and Tim, two former Diageo brand ambassadors, have two passionate ambitions; to save the bees, and reinvigorate the declining Calvados category to ensure the local producers and farmers behind a hugely sustainable spirit don’t disappear from existence. They had the idea for the liquid and the driving brand purpose – but no idea what it looked like or how to bring it to life. That’s where we came in.

Brand World Creation | Packaging Design | Illustration | POS Asset Creation

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The Challenge

Bring to life Avallen as a brand, communicating its core purpose and positioning. Define a visual tone of voice for the packaging and near-pack Brand World that delivers to the authenticity of the founder’s passion for the liquid innovation, rural France and the sustainable mission. Create a genuine emotional connection with the trade, and then consumers in order to drive consideration, then trial, and ultimately true love for the brand resulting in advocacy.


This is a brand with a real and powerful purpose. Something that is top of the wish list when launching a drinks innovation brand. Avallen is a product that steps outside of the norms of the category of Calvados and strays into the consumption occasion of gin & aperitifs with its light and refreshing taste profile. The visual storytelling must deliver a brand narrative that feels as honest & approachable as the liquid.

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We developed an illustration style which delivers a compelling and engaging visual narrative in an approachable, premium and ownable tone of voice. A strong and flexible brand mark 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 - from packaging through to POS, training materials and event activation.


Move over G&T, Avallen Tonic is here! Avallen sold its first production run prior to launching on the market, with distributors from the UK, Ireland, Scandinavia and Hong Kong getting in early to secure stock. The feedback on the liquid, the packaging and the brand has been nothing but positive. Listings on e-commerce - Ocado & Master of Malt - and in top London, Dublin & Amsterdam venues have helped to cement this brand as one to watch.

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