MOTH
Rewriting the cocktail rulebook

Cocktail experts Rob Wallis and Samuel Hunt launched MOTH as sector-shifting bar-quality cocktails served from the can. The brand aimed to set a new standard in canned drinks, so they needed a totally new way of speaking that would challenge the status quo. 

The story

Forget what you know about canned cocktails. MOTH create classic cocktails using carefully sourced quality ingredients from independent suppliers, made with precision but without pretension. Building on the brand idea of ‘social alchemy’, we created a voice to position MOTH as a generous host, connecting friends through conversation and cocktails. Our recipe for that voice? One part free spirit, one part good friend, one part great storyteller and one part perfect host.

To complement MOTH’s playful, bright, bold and geometric visual identity, we created copy that heroed the simple, quality, ingredients, adding a surprise emotional ingredient to each mix for an extra dash of joy: ‘talk forever’, ‘dance’, ‘karaoke’ and ‘playlist’. And that translated the ‘social alchemy’ concept into conversational ‘whispers’ on the can and shelf ready packaging, and a social content strategy that included co-branded recipes and giveaways, an ‘Afterwork MOTH’ miniseries and a dedicated playlist for each cocktail.  

Together the visual and verbal identity combined to perfectly capture and communicate MOTH’s Mix of Total Happiness: cocktails, company and conversation.

We partnered on: Tone of voice, core brand copy, packaging copy, social media content strategy

Collaborated with: Harry Pearce and Naresh Ramchandani’s team at Pentagram, Romilly Winter, Tiffany Fenner, Robyn Siân Cusworth, Ailbhe Larkin, Katee Hui and Shóna Slemon.

As seen in: The Brand Indentity, Creative Review

Key copy:

  • Here for cocktails, company and conversation that’s why we make the best cocktails in a can – so that special mix can happen anywhere

  • At MOTH we’re here for cocktails, company and conversation. That’s why we make the best cocktails in a can - so that special mix can happen anywhere.

    Hands up - we’re obsessive. Every sip delicious and distinguished. Our cocktails are classics, and our ingredients are second to none.

    At the same time - we’re not snobbish. We don’t talk in master mixologist lingo.

    We have no fancy bar or dress-code. And we believe in fair prices for great drinks.

    Because when you’ve got good friends and fine blends, what more do you need?

    Mix of total happiness.

    MOTH

  • Find a MOTH

    MOTHs can be anywhere. They’re often seen at Waitrose, Tesco and Sainsbury's. And you can order an eclipse of MOTHs online, too.

  • French75

    Pink gin

    Fizz

    Lemon

    Discotheque

    This one loves a soirée. Zesty, dancy and a little bit fancy. Wears a sequin beret. Pairs with a platter. Can keep a secret.

  • Old fashioned

    Whisky

    Bitters

    Sugar

    Karaoke

    Rich, romantic, aromatic. Your go-to classic. Serve it over ice. Start a deep debate that puts the world to rights and stretches long into the night. Or karaoke.

“Our people: Like moths, our people come in all shapes and sizes - but they have lots in common too. They believe in maximum togetherness. They believe cocktails are for anyone and everyone, wherever, whenever. They believe great conversation starts with a great drink, and they’re there to kick things off. They love what they do. They’re perfectionists, obsessive, meticulous. But they do it together, honouring the company they keep with non-stop warmth and generosity. The MOTH family. They’ve got this weird thing about nibbling holes in t-shirts too.”

Key copy:

  • Our values: Do one thing

    And do it really, really well. For us, it’s cocktails. Not wine, not cheese - just cocktails. We love what we make, and we make what we love.

  • Our values: The little things matter

    We’re picky - with what we make and how we make it. Every sip is important, and as with every ingredient, every word counts, every detail speaks. We aren’t impulsive. We’re perfectionists. Look after the detales. That’s a joke.

  • Our values: Be the perfect host

    Our values: We’re picky - with what we make and how we make it. Every sip is important, and as with every ingredient, every word counts, every detail speaks. We aren’t impulsive. We’re perfectionists. Look after the detales. That’s a joke.

  • Our values: Don’t be an asshole

    As a company, we’re true to our values. We care about humans, we care about the planet. There are times to be nice and times to be stubborn. We won’t compromise, and we won’t work with anyone who doesn’t feel the same way.

“MOTH’s name, story, philosophy and visual identity [...] reject the snobbery that can often accompany a ‘premium’ tag. 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.”

Elliot Moody The Brand Identity

Next project

Social Impact Coffee

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