OurCreative puts a Yorkshire twist on an Italian classic

OurCreative is once again challenging tradition, this time by offering a unique Yorkshire twist on a classic digestif. The team has introduced the latest addition to Wolfe Bros’ Cello range, Rhubacello, a fruity new liqueur created by Yorkshire distillery Double Six Drinks. Following the success of Lemoncello and Orancello, the new Rhubacello continues the studio’s mission to provide a modern approach to a category typically associated with old-world charm and nostalgic design elements.

As the demand for lighter, lower-ABV drinks grows, especially during the warmer months, the Cello category is back in the spotlight. Rhubarb, a beloved British garden staple known for its tangy, nostalgic flavor, has become a popular choice and is featured in trend forecasts for 2025.

“OurCreative emphasizes that the Cello category is usually characterized by traditional design elements and old-world charm. With Rhubacello, we wanted to pay tribute to Wolfe Bros’ northern heritage while capturing the essence of the Mediterranean – vibrant and flavorful,” the team said.

The label design reflects this balance, featuring a lively composition inspired by cocktail shapes, coastal scenery, and the Wolfe Bros diamond logo. The use of a stippled, sun-worn texture adds depth and tactility, while a Mediterranean sky blue color scheme ties the range together. English-inspired typography and glossy black details ensure the bottles stand out, even in dimly lit bars.

The team cleverly incorporated a nod to the key ingredient, rhubarb, in the design, with a geometric representation of a rhubarb slice in pink hues. Drawing inspiration from mid-century Italian design, the studio opted for simplified and stylized forms to create a contemporary take on traditional liqueur packaging. Texture, such as stippling, contributes to a sun-kissed, weathered look that complements the coastal aesthetic.

Since collaborating with Wolfe Bros in 2023, OurCreative has played a crucial role in transforming the brand from a regional player to a national contender. By simplifying the gin labels, the studio not only updated the brand’s look but also achieved tangible business benefits, such as cost reduction and increased efficiency.

The launch of Rhubacello comes at an opportune time, aligning with the rising popularity of the flavor. With its Yorkshire influence and modern design, Rhubacello is poised to attract attention this summer as it joins Wolfe Bros’ expanding Cello range.