Most ‘cut’ brandies are graded by the relative strength of the brandy with grades represented by a stars rating. HalfCut is a rarely found 2 stars cut brandy, containing half of the brandy of most of the other brands. Aimed at the health-conscious drinker, HalfCut is a full-flavoured brandy that retains all the enjoyment of drinking brandy without many of the downsides associated with alcohol consumption.
We designed the label and brand to define HalfCut as a fresh, modern drink, shunning the imagery often associated with brandy traditionally, and instantly marking it out as something very different. We also created an advertising campaign to raise public awareness of the name, look of the bottle label and the idea of a lower alcohol content brandy being available.