This Is Not Calvados

“This Is Not Calvados” is a premium product targeted at Calvados enthusiasts. It is made by a small Finnish distillery using only biodynamic, naturally grown apples, no food colour and no other artificial additives. Since the beverage was made for a niche market with fierce competition, the packaging design of the numbered bottles has been made to stand out and distinguish itself from other products in its category. The clear statement on the label “This Is Not Calvados” communicates the genre and challenges Calvados products outside the Normandy. The design aims to create a natural and hand-made look and feel. The light but strong package, made of environmentally friendly cardboard, also protects the product during transportation. In addition, it is stackable and, thus, can be turned into nice display sets in tax-free shops and other retail stores. The bottle’s masculine form and the straightforward design of its label, featuring grotesque Franklin Gothic lettering, lend it a pure and powerful image.