The Brand Identity

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Pentagram’s sophisticated identity for MOTH aims to quash preconceptions around canned cocktails

Established by cocktail connoisseurs Rob Wallis and Samuel Hunt, the eccentrically-named Mix of Total Happiness (MOTH) produces a range of ready-to-drink canned cocktails of hotel bar quality. Aiming to change the preconceptions around canned alcoholic beverages, MOTH’s cocktails are made from high-end ingredients sourced from independent suppliers; a choice that’s reflected in their premium price point.

In a joint effort, the London-based teams of Pentagram partners Harry Pearce and Naresh Ramchandani devised MOTH’s name, story, philosophy and visual identity ahead of the brand’s launch; choosing to reject the snobbery that can often accompany a ‘premium’ tag. At the core of their solution is a graphic reinterpretation of a moth, which through its optically-alluding, overlapping arrangement, represents the mysterious and misunderstood nature of the winged creature itself. “As you scroll on-screen, its geometric forms make it appear to flutter gently (even before cocktails have been consumed),” Pentagram playfully point out within their case study.

Alongside the visually striking symbol is the refined yet equally attention-grabbing application of Norwegian type foundry Gradient’s Polysans Slim. Used entirely in uppercase, Pentagram’s employment of the typeface reflects the high-end nature of MOTH’s beverages while playing up to the brand’s unusual name. The colon, which follows the brand name in the wordmark, is intended to act as a brief pause in order to create a sense of expectation for the good things to come.

MOTH’s typography, symbol and witty tone of voice come together with sparingly-applied bright colours on their cocktail cans; be it the Old Fashioned, Margarita, Negroni or Espresso Martini. Each colour is strong and sophisticated, directly reflecting the cocktails themselves as well as suggesting towards their grown-up target audience.

Typeface: Polysans by Gradient

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