CleanCo’s redesign transformed the non-alcoholic drink’s glass bottle into a value engine, delivering stronger shelf presence, lighter footprint and accelerating sales in the UK and US.
Alcohol-free spirit, CleanCo burst onto the scene in 2019 with an elegant Art Deco bottle. But as the brand expanded from non-alcoholic gin to a portfolio of five 0.0% spirits, the heavy glass and multiple moulds needed to produce the bottles were undermining margins.
In 2024, Knockout Design & Innovation was commissioned to design a new structural and visual identity system. The new bottle would need the stand-out of the original, but seamlessly adapt across SKUs and regions, as well as reducing costs by using 50g less glass.
Every design decision from bottle weight to label layout drove commercial, operational and brand-building results. By employing a clever structural illusion, the design uses 65g less glass. A ‘billboard’ space on the bottle’s front enables stronger branding, and the premium silhouette and design improve brand visibility and range navigation. The lightweighting of the bottle by 13% is saving approximately £140,000 annually in materials and freight costs and prevents 120 tonnes of CO2 emissions per year.
By moving all mandatory copy to a back label, the multiple moulds have been consolidated into one ultralightweight mould serving all SKUs, streamlining logistics, cutting tooling costs and enhancing speed to market.
