Challenge

Fettle, a Hackney-based startup producing small-batch fine drinking shrubs, needed a brand identity that reflected its artisanal ethos and natural foundations while standing out in the competitive craft beverage market.

Solution

CR&D worked closely with the founders to design a logo, visual identity, and packaging system inspired by natural forms and hand-crafted authenticity. We explored multiple logo iterations before finalising the brand mark, then developed packaging that combined clean typography with expressive brush strokes and organic textures. The result was packaging that communicated premium craft storytelling while ensuring strong shelf presence.

Impact

• Created a distinctive brand identity that positioned Fettle as a credible new entrant.

• Designed packaging with strong shelf impact to support retail sales.  

• Delivered a scalable identity system for future product extensions.  

• Reinforced brand authenticity through natural and handcrafted design cues.

• Helped establish Fettle’s visibility in London’s artisan drinks sector.