Tanica has launched its inaugural botanical spirits brand featuring classically decorated and designed bottles and packaging, which are fully recyclable.
Creating a brand that is as much a visual experience as a drink, is something that founders Kate Napier and Jo Ingleton set out to do as they drew on their years of expertise in fashion, beauty and interiors to create an aesthetic that would stand out in the cluttered alcohol category.
“We’re outsiders to the category with a good eye for detail, we noticed a real trend for more mindful drinking, so we’ve approached Tanica from a completely different perspective,” said Napier, pointing out that the brand was conceived as an alternative for ready-to-drink options.
Months were spent researching, developing and crafting the profiles of Tanica’s Salted Plum and Ginger, and Desert Lime and Thyme flavours, which join the lower strength alcohol market, containing significantly less alcohol than a standard drink.
Creative direction was by Napier, who then reached out to fashion stylist Emma Kalfus, fashion photographer Saskia Wilson and fashion producer Jane Robinson of Artboxblack to collaborate on the brand’s founding campaign.
“Drawing on our previous experience in fashion and beauty led us to approach Tanica from an out of category perspective. From the beginning, we knew we wanted our brand to be as much a visual experience as a drink, and this led to a kind of obsessive approach to our brand development. We spent months working with Saverglass on the right vessel to house our liquid as the first port of call, and from there we set out to design our millennial-focused brand identity,” said Napier.
Peach blush and tangerine make up the base colour palette for the artwork used on the bottle and packaging, and is dappled with small pops of lilac, sunset and citrine. Colour blocking and bold typography is used to complement the brand’s sunset hued campaign.
Napier explains that the Tanica three petal motif which is featured on the bottle symbolises the three business partners who make up the brand and is also a key visual feature of the brand.
The duo approached the design of the bottle shape as if they would a perfume bottle and focused on creating a distinctive look and feel. It’s no coincidence, then, that the bottles were decorated in France with a unique full-spray technique, resulting in a truly stunning container for the drinks.
Napier says that the unique bottle design and imagery of the brand brings all its visual arsenal together, providing a striking “best food forward” presence on shelf.
“We chose Saverglass as our partner to provide a unique bottle offering that truly stands out from the standard and traditional offers on the market,” she explains, adding that Saverglass' beautifully designed bottles were chosen “in pursuit of excellence.”
Sally Arnold, national sales manager at Saverglass says that the bottles were created at the company’s Paris premises, a century old factory which she says uses the most advanced and sophisticated processes and industrial machines to achieve perfection.
A full-spray technique, which is not currently available in Australia, was used with a mix of blush peach, tangerine, watermelon and lavender colours on the glass bottles and then sealed with stoppers by Italian company Tapi.
Arnold explains that the decoration of the bottles involved a two-step process – the glass was fully coated by Savercoat, a process registered to Saverglass, and covered with a layer of water soluble to provide a satin finish.
“Following the coating, our glass was screen printed using an array of Organic Ink colours. The entire decoration process is 100 per cent environmentally friendly and recyclable. No heavy metals are used in this process which adds to our sustainability approach," confirmed Arnold.
The packaging was produced and printed by HH Global.
Tanica retails for $58 per bottle and is available to purchase at Tanica.com.au and through Noble Spirits for trade wholesale.
