Pentagram

MOTH:

Brand Identity

Brand identity for a new range of hotel bar quality cocktails in a can.

Pentagram has created the brand identity for MOTH, an innovative new drinks brand making hotel bar quality cocktails served directly from the can.

MOTH (an abbreviation of Mix of Total Happiness) was established by cocktail aficionados Rob Wallis and Samuel Hunt. Turning any preconceived idea about canned drinks on its head, MOTH produces a range of classic cocktails using the highest quality ingredients, all of which are carefully sourced from independent trusted suppliers.

The team at Pentagram created the name, story, philosophy and identity behind MOTH. Rejecting the snobbery that often surrounds premium drinks brands, MOTH embodies the concept of ‘social alchemy’. Acting as a generous host, it encourages us to share one of life’s most simple pleasures—connecting with each other through conversation and cocktails, without any fuss or formality. 

Moths are often referred to as the ‘butterflies of the night‘. The symbol at the heart of MOTH’s identity is a graphic reinterpretation of these mysterious and often misunderstood creatures. As you scroll on screen, its geometric forms make it appear to flutter gently (even before any cocktails have been consumed).

Gradient Type’s Polysans Slim is used in uppercase; this complements the symbol, echoing MOTH’s refreshingly no-nonsense approach and celebrating the integrity of the ingredients. What usually appears hidden in very small type on the back appears confidently on the front of the can. What at first glance looks like a straightforward list of ingredients also reveals an unexpected suggestion such as ‘Talk Forever’ or ‘Dance‘. The colon acts as a brief pause and creates a sense of expectation for the good things which follow.

The playful language runs throughout the brand identity and makes MOTH feel very different to many established drinks brands. ‘Conversation Starters’ are shared on social media and there are playlists to accompany each cocktail—both of these little touches add to the sense of fun and feeling of connection surrounding the brand.

The colours used for each different cocktail are strong and sophisticated, directly reflecting the cocktails themselves and gently suggesting that these are grown-up drinks that demand to be savoured. The brand identity extends to on and offline applications, including social media campaigns, business cards, tote bags, and a double-circled MOTH bar mat. Launching with four classic cocktails: Old Fashioned, Margarita, Negroni and Espresso Martini, MOTH will be sold exclusively through Waitrose and Partners across the UK.

Pentagram has created an intriguing and authentic brand for MOTH, which perfectly reflects its irresistible combination of cocktails, company and conversation.

Client
MOTH
Sector
Food & Drink
Discipline
Brand Identity
Office
London
Partners
Harry Pearce
Naresh Ramchandani
Project team
Romilly Winter
Tiffany Fenner
Tom Walker (animation)
Robyn Cusworth
Ailbhe Larkin
Ruth Jamieson
Katee Hui
Shóna Slemon
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