Tails partnered with Smallfry to craft an authentic cocktail experience. We focused on empathising with and balancing the unmet needs of the host. The product needed to be intuitive to use so it didn’t stunt the flow of the party, but it also needed to have enough steps to give the user an ownership of the drink they’d created.
Multiple concepts were generated exploring different forms and iconic sillhouettes. The silhouette was an integral part of the new brand and was developed alongside the ‘Tails’ logo and individual flavor identities to present a unique and memorable on-shelf impact.
The resulting product, Tails Original, needed only ice to be added before being shaken and served. Our consumer research showed us that this simple task of adding ice and shaking was enough to elevate the experience without over complicating the product.
The design incorporates a two-stage enclosure: one for mixing, one for pouring. This change allowed the packaging itself to play a role in building an authentic cocktail experience.
Smallfry took the project from initial concept to production and optimized the components for manufacture. The packaging uses an advance seal that can withstand enthusiastic shaking so parties with Tails can remain spill free while also overcoming challenging constraints posed by the factory filling line.
