CELLOS

The Challenge.

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Originally born from a zero-waste mindset – using leftover lemons from the Wolfe Bros gin distillation process – the first lemoncello had no real route to market beyond bar tenders and mixologists. With the introduction of orancello, the team wanted a full brand identity rethink that could open up new opportunities while staying true to its Leeds roots.

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Our Approach.

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We audited the category and found a sea of faux-Italian clichés. Instead, we created a fresh identity that nodded to Mediterranean flavours and al fresco energy without pretending to be Italian. Even the naming shifted from limoncello to lemoncello (and orancello) – a small but intentional move to reflect its Yorkshire origin. Colours reference coastal summer skies, while abstract graphics subtly evoke citrus slices, waves, and cocktail glasses. While design elements echo Wolfe Bros, the Cellos range was built to stand alone – allowing bar owners to stock multiple SKUs from the same maker without it feeling like duplication.

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The Impact.

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From humble beginnings, Cellos are now stocked in Tesco and used in the popular Rudy’s Pizza chain, with the Yorkshire-grown Rhubacello becoming their most successful launch to date. What started as a local off-licence play is now a serious contender in the growing low-ABV space.