• Transform magazine
  • August 09, 2020


Cocktail supplier shakes its tail feathers in new look


Premium batched cocktail supplier Tails Cocktails has been given a new look by Boundless Brand Design with an updated brand identity and packaging design.

The revamp emphasises the two-feather logo, which refers to when rooster feathers were used in a tavern in 1779 to stir alcoholic mixed drinks and provide colourful garnishes, hence the name cocktail. The new design is being rolled out this month.

The long-necked 1-litre bottle has been designed for professional bartenders and carries a label with a list of ingredients, signatures and the spirit base, designed to deliver a feeling of quality and exclusivity.

Boundless creative director and founder Hamish Shand said: “We are excited to have worked with Tails on creating an iconic identity that reflects the brand values and personality. Tails is pioneering cocktails with innovative techniques in batching. This new iconic and crafted presentation of the visual identity reflects the overall premiumisation of the category, and Tails’ continued ambition to be the leader.”

Nick Wall, founder and CEO of Tails, added: “We are thrilled with the logo and identity that Boundless has developed with us. Bringing our feather symbol to the forefront conveys our brand more distinctly, and the overall visual identity captures the fact that Tails is exclusively designed for on-trade professionals. We very much enjoy working with Boundless.”