Everleaf is an alcohol-free aperitif, made from plants and sourced in a positive way.

Founded by Paul Mathew, a conservation biologist turned bar owner, we were briefed to create an upbeat, positive brand that combined his twin passions; a deep-rooted desire to promote the conservation of our natural environment, and the pursuit of the perfect cocktail.

He wanted a brand that would reflect the ‘aperitif moment’. A social, sun-soaked pre-dinner drink. There was also a strong environmental message to deliver, but with the caveat that this should feel celebratory, rather than worthy. The brand needed to appeal to a grown up audience, and feel at home in the growing aperitif category, popularised by Aperol. An audience looking for a non-alcoholic that’s more sophisticated than sugary.

We created a brand that tells a story. Every element of the brand draws attention to its botanical roots. From an evocative name, and a logotype with growing, leafy serifs; to brand imagery and iconography that heroes the 18 botanical ingredients, the design serves to reinforce the deep connection with nature at every turn. Vibrant and positive, the distinctive colour palette of sunshine yellow and indigo means Everleaf stands out. Whether that’s on shelf, bar or roof terrace.

The botanical prints used through the brand were created specifically for Everleaf using its 18 constituent ingredients. These ‘sun prints’, popularised by British botanist and photographer Anna Atkins in the early 1800s, involve exposing photo-sensitive paper to direct sunlight. When it comes to packaging, all materials used are fully recyclable. The focus on low environmental impact extended to a lightweight glass bottle, chosen to keep transit weight low.

Throughout the brand, the audience is invited into the stories that take Everleaf from bud to bar. From the back stories of ingredients, and the support of their growing communities, to botanical field trips, personal history and the wonderful world of cocktails.

The UK’s drinking habits are changing. Among 16 to 24-year-olds, around 1 in 4 adults are now teetotal, according to the ONS. Alcohol Research UK suggest that 4.5m people took part in Dry January this year. Harder to measure is the value we attribute to products with sustainability at their core. The first non-alc in the aperitif category, Everleaf launched in Dry January with fully traceable ingredients and an ethos of conservation through cultivation.

The first batch of bottles were sold in the first 2 weeks, with distribution through cocktail bars in London, and online. By mid-February, the brand was sold into Sainsburys, with initial distribution through select stores across the capital.