Born of the apple-obsessed brain of Aspall’s very own Henry Chevallier Guild, Nonsuch Shrubs are deliciously unique, savoury, sweet, sour, bitter, intriguingly moreish, adult soft drinks. A forgotten, age old recipe, once loved the world over, reimagined with unique combinations and complexities to tantalise the tastebuds of the modern day drinker - whether you like booze or you don’t.
I began working with Nonsuch right before their launch to market in January 2018, helping them to develop their brand identity, tone of voice, taglines, social media copy, content and aesthetic, packaging design, brand copy, menus, press releases, brochures and beyond.
With apple cyder* vinegar being one of the key ingredients (along with macerated fruit, savoury herbs and sparkling spring water), this posed quite a challenge in terms of the consumer proposition. How could we turn people on to the brand and open them up to the idea of ‘drinking vinegars’? It’s the norm for people to be adventurous with their food but not yet so much with their drinking habits - especially when it doesn’t involve alcohol.
We made the decision to focus on the simple ‘deliciousness’ of the drink, backed up by its provenance, the quality ingredients and its compelling complexities. A gastronomically profound, slow-sipping, convivial concoction that behaves like an alcoholic beverage yet doesn’t get you drunk.
*Yes that’s cyder with a ‘y’. I can explain all…