Butterfly Cannon designs identity for new no-alcohol wellness aperitif

Creative agency, Butterfly Cannon, developed the brand identity and packaging for Papil, a new, alcohol-free wellness aperitif that launched at Luxe Pack Monaco.

The concept was created by Butterfly Cannon as part of the Make a Mark project, a design innovation project that invited a selection of globally renowned agencies to create concepts around sustainability, luxury and innovation.

The name Papil comes from Papillon, French for butterfly. It was inspired by the idea of the ‘Butterfly Effect,’ or the idea that something as small as the flutter of a butterfly’s wing can provoke a typhoon halfway across the world. This reflects the idea that when people choose an unsustainable product, it can wash up on a beach on another continent or break down into water streams and endanger life on earth.

The wordkmark, designed with sweeping strokes and a natural fluidity, aims to be reminiscent of a butterfly’s wing.

To maximise the positive impact of Papil from a sustainability point of view, Butterfly Cannon first began by clarifying the brand’s purpose, defining its sustainability goals and understanding the context within which it was operating. It then used its proprietary ‘climatic table’ to prioritise which aspects of sustainability it should focus on – both now and in the future.

“Positivity is at the heart of Papil - not minimal, not zero but positive impact. Turning the bad into the good, the wrong habits into the right actions and the wasteful into the usable and beautiful. We hope it will be an inspiration to brands to reassess what’s possible, that when you design consciously you can create a product and brand that reaches all expectations; luxury, sensorial and positively sustainable.”

The bottle is formed from Estal Wild Glass, made of 100% recycled post-consumer waste glass, while the bespoke Labrenta Sughera cap is moulded from 100% recycled cork dust taken out of the waste stream. The labels use an Avery Dennison: Fasson MarbleBase stock, made up of 80% Calcium Carbonate making safe an otherwise harmful by-product of the marble industry. The label uses nano-embossing to take inspiration from the organically shifting colours and textures found within it.

To experience the ‘Butterfly Effect’ themselves, consumers can scan the QR code integrated into the design of the cap to discover practical information such as ingredient provenance and the life cycle of the bottle or mood-elevating augmented reality experiences.