Lewis Moberly creates disruptive identity for new low alcohol sparkling wine, Floreat

8 August 2019

A new sparkling botanic wine created with therapeutic herbs has now launched to the UK market, with identity and brand design by leading brand agency Lewis Moberly. At 5.4% ABV, Floreat is a lower alcohol wine made with a special blend of high-quality botanicals, with each herb carefully selected for its health and wellness properties.

Crafted by qualified medical herbalist and former Diageo executive Anne-Marie Hurst in partnership with chemist Fred Hollamby-Jones and sommelier Andrew Mclean, Floreat is a modern take on tonic wine that addresses a global shift towards more mindful living.

An appropriately disruptive approach

Each of the five botanicals in every bottle of Floreat has been selected for its therapeutic advantages and flavour properties, resulting in a crisp and zesty liquid with benefits that range from antioxidants to a digestive tonic.

Mary Lewis, Creative Director, Lewis Moberly, says: “Anne-Marie challenged us to create a disruptive identity for her new range and create the parent company identity for The Flower Miners.”

“The champagne category, where Floreat will sit alongside, is established and traditional. As a sparkling botanic wine the identity for Floreat is appropriately disruptive, not noisy or gimmicky, offering something new to the category. This was an opportunity to let simplicity take the stage, creating an engaging, tactile experience.”

To capture the young brand’s position as a pioneer of sophisticated sparkling botanic wines and reflect the ambiance and wellness properties of the liquid, Lewis Moberly created the name Floreat, the Latin term for ‘let flourish’, setting the tone for how the wider brand would behave. “The bold brand name creates the right tension with the gilded details of the label,” says Mary Lewis.

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