Gradient Type’s PolySans is the brand typeface for MOTH, a new drinks brand. From the London office of Pentagram:
Pentagram has created the brand identity for MOTH, an innovative new drinks brand making hotel bar quality cocktails served directly from the can.
The team at Pentagram created the name, story, philosophy and identity behind MOTH. Rejecting the snobbery that often surrounds premium drinks brands, MOTH embodies the concept of ‘social alchemy’. Acting as a generous host, it encourages us to share one of life’s most simple pleasures—connecting with each other through conversation and cocktails, without any fuss or formality.
Gradient Type’s Polysans Slim is used in uppercase; this complements the symbol, echoing MOTH’s refreshingly no-nonsense approach and celebrating the integrity of the ingredients. What usually appears hidden in very small type on the back appears confidently on the front of the can. What at first glance looks like a straightforward list of ingredients also reveals an unexpected suggestion such as ‘Talk Forever’ or ‘Dance‘. The colon acts as a brief pause and creates a sense of expectation for the good things which follow.