Accompani is a range of American Liqueurs, Amari and Vermouth developed by the folks at Straightaway. We were tasked with conceptualising, naming, and designing the brand from the ground up with the dual challenge of both introducing and educating new consumers, as well as successfully competing with the prestige of their historic European counterparts for those already in the know. Notoriously complex in flavour, with many ingredients outside of the average persons sense memory, we created layering within the design that both celebrates this complexity while simultaneoulsy providing simple visual and copy driven shorthand for what to expect.
Predicated on the idea that these are additions to drinks rather than the drink itself, we leaned into the concept of the drinking companion. We developed names and personalities around each drink—using a combination of descriptive and conceptual copy to create a picture of who your favourite drinking companion might be. Supporting this is a visual architecture that uses curves, lines, and angels in different combinations to help communicate these complex flavour profiles—bitter, smooth, bright, spicy, sweet, fruity, earthy, floral, and herbacious in varying amounts. This visual language finds itself in the logotype, the dielines of each label and the abstracted illustrations of the key ingredients of each product.