We were asked to develop a new range of Cordials under the name “Shake-it”, tapping into a renewed interest for drinks and a new convenience culture focused on elevating the experience of drinking and eating at home. The goal was to bring one of the oldest ingredient used in cocktail making back into the “Art of Mixing” elevated to a premium positioning to be used both in bars and at home.

Cordials were first produced in Italian apothecaries during the Renaissance — alcohol-based and used as medicine in which herbs and spices were infused. By the 1700s, cordials were enjoyed for their intoxicating effects and medicinal virtue. Today, cordials have no alcohol and have lost their association to medicine, grown-up pleasure, and their historical connection to cocktail mixing.

Our concept pays homage to the first bartender's recipe book (1862), by rekindling the legacy of mixing and restore the pride in the cordial category. The label is inspired by 1900´s medicinal labels, and the bottom communicates the flavours with illustrations. Each product has a different cocktail suggestion on the back with an illustrated drink as a nod to Italian aperitifs from the 70s.

The glass bottle is inspired by vintage carafes and classic glass juicers. The 12 grooves offer a distinguished and premium look, exciting light refractions, and a good grip while pouring. The bottom is recalling the shape of a juicer. The metal cork has a utilitarian quality, balancing premium cue with accessibility.