Working with Master Blender Arnaud De Trabuc and renowned Mixologist, Joel Fraser, our challenge was to create a brand unburdened by the stuffiness and heritage of traditional Cognac houses. Ours was for the younger, urban generation, drinking XO Brandy due to its associations with hip hop culture.
After immersing ourselves in Arnaud’s world through visits to his home and distillery, it was clear to us that his mastery and willingness to push the boundaries of his craft, gave the brand its edge. Exploring the competitive landscape with a challenger mindset, we developed a unique positioning for the brand.
The narrative and visual language for the brand centered on the seven brandies in the blend which we interwove with the story of the seven stages of alchemy.
The Fox, the embodiment of the ‘Elixir’ in alchemist folklore, helped form the name ‘Seven Tails’. This led us to create the heroic moniker brought to life on the bottle label through bronze foil and accentuated by delicate varnish details.
Developing the full brand world and acting as guardians, we also built a full set of guidelines for the brand to ensure consistency across each touchpoint.
Despite launching at the beginning of the global pandemic, Award-winning Seven Tails has exceeded all sales targets. Now sold in the USA, UK and Singapore, we have since added a ‘Spiced’ expression to the portfolio.
“Working with the team at White Rabbit Creative has been a joy. Their creative brilliance has helped us win awards for design & packaging. White Rabbit helped us create our entire brand world and have supported us ever since. They’ve been a one stop shop for all our creative needs and demonstrate Northern hospitality at its finest! It feels like you’re working with a family-owned business yet the work is better than any agency we’ve engaged before. 10/10 would recommend.”