Magpie Studio have created the brand and packaging for Senser Spirits, a new range of non-alcoholic spirits with mood-transforming properties.
Founded by award-winning herbalist, Vanessa Jacoby, the plant spirits blend active botanicals to harness the transformative properties of plants. So you can lift your mood, without clouding your mind.
The mood-elevating effect of each spirit is captured in an upbeat story that wraps around the bottle. The narratives mirror the effect of drinking the spirits, becoming progressively more uplifting and exaggerated over time. They first introduce the key ingredients, then quickly ramp up to an unexpected reveal – the metamorphosis into a symbolic spirit animal.
The idea of spirit animals is central to the design, explaining the transformative effect of the drinks, and difference between them, in a memorable way. Each spirit in the range has its own spirit animal, and associated narrative, setting a distinctly playful tone for the brand.
Across the brand, typography sets an elevated tone for the product, providing the perfect counterpoint to playful copywriting and illustration. The Senser wordmark features subtle up-arrows, to continue the theme of mood elevation, whilst the S monogram sums up the experience, with a figure diving into a portal and re-emerging as a dolphin.
Soundbites from David Azurdia, Creative Partner at Magpie Studio:
“Senser effectively brings the emotional lift of alcohol, without the downsides. So you can let your inner tiger out for the evening, without regretting it next morning.”
“We wanted to create a brand that connected people to idea that not drinking doesn’t mean missing out. That you can choose 0% alcohol and still get 100% experience.”
“Shaping a distinctly light-hearted tone for Senser has not only helped to set it apart from other non-alcs, but also set the expectation for the drinking experience as a whole. We wanted to create spirits with personality.”
“If you can make someone smile, more often than not you’ll also make a memory.”
Soundbites from James Jacoby, Founder of Senser Spirits:
“We love how they pushed the boundaries. We came from one world and were expanding into another. What at first seemed to us a little ‘too far’ quickly made sense. Our two favourite aspects of the design would have to be the illustrations (particularly the bears – the perfect depiction of Love) and of course the narratives, which still make me smile.”
“Launching a disruptor product into a novel category, the team surprised and delighted us with a spectacular demonstration of what brand can represent. Every aspect of the brief was considered and communicated effectively.”
“We had considered doing brand in-house and at times throughout the process I considered what it would have been like if we had done, on top of everything else. Whenever they delivered a phase of work, I’d think, what a great decision that was.”
“While everyone else is still getting their heads around ‘no & lo’, we’re pioneering the next big drinks category; functional ‘Plant Spirits’. We’re currently in talks with some very big players, so watch this space.”
- Agency/Creative: Magpie Studio
- Article Title: Brand and Packaging Design for New Plant-Based Spirit by Magpie Studio
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: United Kingdom
- Market Region: Global
- Project Deliverables: Brand Creation, Brand Guidelines, Brand Identity, Brand Strategy, Brand World, Branding, Identity System, Illustration, Packaging Design, Product Naming, Tone of Voice
- Format: Bottle
- Substrate: Glass Bottle