Elusive Herbal Liqueur
Elusive is a true passion project from the beginning. As global supply of a certain ubiquitous green liqueur saw a sharp drop in availability a few years ago (due to the production philosophy of the Carthusian monks who make it), the idea of not being able to serve some of the essential classic cocktails felt wrong in a proper cocktail bar. The solution for Echo Spirits was to make their own interpretation, painstakingly, by hand. What started as a practical solution for the bar led to a massive response and demand from guests and the community—this stuff is good enough to share.
The packaging aims to capture a sense of the same craft, and attention to detail, and finesse that went into the spirit within. We broke from the aesthetics that have defined the brand so far, and went all-in on lush illustration, calligraphic typography, and maximalism to evoke the same handmade feeling. Each of the (approximately) 40 ingredients is pictured and represented on the label, rejecting the mystery of “secret ingredients” in favor of strong visual storytelling.
“Elusive” is set in a very slightly modified Talu by Beasts of England, making use of its extensive alternate character sets. Supporting type is set in Tiller by Fort Foundry, relying on its flares to bring a more refined vibe, and its structural similarity to Interstate (used as Echo’s primary brand type family) to connect back to other products.
