Made with fruit native to Spain, Verano handcrafted gins are vibrant and refreshing – perfect for sipping in the sunshine. Following the success of Verano Lemon and Verano Watermelon, William Grant & Sons have added Verano Passion Fruit to the range – full of juicy, exotic passionfruit, for a sweet and summery flavour.
Butterfly Cannon worked with the team from William Grant & Sons on the initial concept creation and flavour varianting, through to the packaging design, brand world and key visuals of this strategically important launch.
Verano (literally Spanish for ‘Summer’) was created to be different from the classic and somewhat stuffy English Gin world, appealing to casual gin drinkers looking for something informal and relaxed. Perfect for enjoying with friends as the sun goes down and the mood goes up, it was important that the overall aesthetic for Verano exuded warmth and inclusivity, transporting the senses to lively Spanish bars and cafes with an instant hit of freshness and vibrancy.
The structure and label design are vivid and impactful. Slices of juicy fruit are heroed in a circular badge at the heart of the design to bring the all-important taste appeal, framed by intricate tactile detailing inspired by Spanish tiling to communicate the provenance of the real fruit used in the distillation. Finally, touches of shimmering, turquoise foil add further radiation.
The bespoke, ridged bottle structure is chunky and comfortable in the hand, perfect for sharing and easy pouring. The arch at the shoulders echoes the shape of the slices of fruit whilst the cork stopper reinforces the hand-crafted, small-batch nature of the range.
The Verano range has been an immediate success, with listings in several key national accounts in the on-trade, such as Slug & Lettuce and Walkabout pub chains and major multiples in the off-trade, with further flavours in the pipeline.
“We asked Butterfly Cannon to create a premium yet accessible gin which introduces more vibrancy and sociability into the gin world. Their design perfectly encapsulates Spain and its relaxed lifestyle.” Emily Young, Global Innovation Marketing Manager at William Grant & Sons
“Creating a brand as vibrant as Verano has been hugely enjoyable and the team have done a great job of communicating the taste and provenance of the range in a way that evokes the true feeling of Spanish Summer.” Arron Egan, Creative Director at Butterfly Cannon
Source: Butterfly Cannon