Bonsoir · Non-Alcoholic Spirit

Clarity is
the last
luxury.

Brand Guidelines · 2026

0%
Alcohol
1L
33.8 fl oz
02

We began with
a refusal.

The Story

That the price of an evening worth dressing for should never be the memory of it.

Somewhere along the way, indulgence began asking for your judgement in return. We thought that a poor trade. Bonsoir is built for the part of the evening you actually came for — the room, the argument, the last hour of it.

You were never drinking for the blur. The blur was the toll, not the destination. Strip it out and what remains is the thing itself: bitter, cold, considered, and served in a glass that means something.

Bonsoir was made for the table you are already at. The one with the good glasses out, where somebody is mid-sentence and nobody is checking the time. The rooms change. The bottle doesn't.

01 — The Label

Gold foil struck into uncoated black stock. Four passes on the press, because three left the sun looking flat.

02 — The Closure

Cast brass, hand-finished, engraved at the collar. It takes a quarter turn and a little resolve.

03 — The Base

Fluted glass, struck underneath with the mark you cannot see while pouring.

Made deliberately

03

Brand position

Not a substitute
Positioning statement

For people who still want the ritual of a proper drink but have stopped wanting what it costs them, Bonsoir is the non-alcoholic spirit built to be poured with intent — because unlike alcohol-free products that apologise by imitation, we removed the toll and kept the occasion.

Category

Premium non-alcoholic spirits — entered at the top, priced and presented against gin and amaro, never against soft drinks.

Who it's for

Adults who host, who dress for dinner, who are drinking less on purpose and refuse to be handed a lime and soda for it.

The enemy

The apologetic mocktail. “Alcohol-free alternative to gin.” Sweetness used to cover for absence. Being asked to explain yourself at a bar.

Proof

Four-day cold maceration. Every botanical printed on the back. Nothing to declare and nothing to sleep off.

All-natural
Botanicals
0%
Alcohol
Low
Calorie

Luxury that leaves your wits exactly where it found them.

04

Blood orange,
held to the light.

The Infusion
Bonsoir bottle

Sicilian peel, gentian root and cascarilla bark, macerated cold over four days. Bitter where it should be. Never sweet to cover for itself.

Neat

Over one large cube. A wide glass. Nothing else.

Long

Soda, a coin of blood orange, poured tall and cold.

Late

Tonic, rosemary, and no particular hurry.

One bottle, no line

A single 1L expression. No flavour extensions, no seasonal editions, no smaller format. The range strategy is the restraint — a second SKU would undo the argument.

Nothing to hide

Every botanical is printed on the back. The back label is a product feature, not compliance: turn it around and the whole formula is there.

05

Personality
& emotion

Composed, never cold

Certain

The brand never argues its case twice. A claim is stated once, in a short sentence, and then left alone.

Unhurried

Long pauses are a design element. Whitespace, slow fades, a bottle turning at its own pace. Nothing here rushes you.

Adult

No wellness language, no sobriety talk, no wink. It assumes the reader has already made their decision and respects it.

Sensual, not indulgent

Bitterness, cold glass, raking light, brass under the thumb. Pleasure through precision rather than excess.

The emotional arc
Recognition

Someone finally said it.

—
Relief

I don't have to explain myself.

—
Composure

The evening stayed mine.

—
Pride

It looks better than what they're having.

What we are actually selling: the dignity of choosing less without looking like you settled.

06

Brand voice

Say it once, then stop

Declarative

Short sentences, full stops, no exclamation marks anywhere in the brand. “We thought that a poor trade.”

Slightly literary

Inverted constructions and a dropped word or two — the cadence of someone who has thought about the sentence before saying it.

Never mentions abstinence

The words sober, alcohol-free, mocktail and guilt-free are banned. We say 0%, and we say it as a specification.

Second person, rarely

“You were never drinking for the blur.” Used once per page at most — it lands because it's scarce.

Say this

“Clarity is the last luxury.”

“Bitter where it should be. Never sweet to cover for itself.”

“It takes a quarter turn and a little resolve.”

“The rooms change. The bottle doesn't.”

Never this

“The perfect alcohol-free alternative to gin!”

“Guilt-free indulgence for your sober-curious journey.”

“All the taste, none of the hangover.”

“Treat yourself — you deserve it.”

Test — read it in an empty room at normal volume. If it sounds like it's selling, cut the second half of the sentence.

07

The mark

Primary lockup & clear space
BONSOIR

The sun-and-waves mark above the wordmark — the full vertical lockup, used on the label, the cover and nowhere crowded.

Construction

The mark is an alpha mask filled with the brand gold gradient — never a flat gold fill and never an image with gold baked in. The strokes stay crisp and take the gradient, so the sun catches light the way the foil does.

The gradient

172° · #E4CB96 0% → #C39A55 46% → #8A6730 100%. The same ramp fills every piece of display type. It is the brand's only metallic and it always runs top-light to bottom-deep.

Clear space & minimum

Clear space equals the height of the sun on all sides. Minimum width 120px on screen, 28mm in print. Below that, the wordmark alone in Cormorant SC.

Mark — minimum size

BONSOIR

Wordmark — Cormorant SC

BONSOIR

Horizontal — navigation only

08

Mark variations

Five approved · four forbidden

01 · Gold on ink

02 · Gold on paper

03 · Paper knockout

04 · Single-colour ink

BONSOIR

05 · Wordmark alone

Misuse — all four are violations

Never fill the mark with a flat or non-brand colour.

Never distort the aspect ratio — it is fixed at 1031:411.

BONSOIR

Never set the wordmark in Jost — it is Cormorant SC.

Never add shadow or glow. The gradient is the only lighting.

09

Colour palette

Dark, with one metal

Ink

#0B0406 · the ground of everything. Not black — it carries a trace of wine. ~55%.

Wine

#2C0A13 · the cellar glow. Only ever as a soft radial wash, never a hard block. ~25%.

Gold

#C39A55 · always as the gradient, never flat. Display type, the mark, rules. ~15%.

Paper

#F3EDE3 · body copy and the rare light surface. Used sparingly, on purpose. ~5%.

Wine Deep
#16060B
Wine Lift
#3E0F1D
Gold Lift
#E4CB96
Gold Deep
#8A6730
Dim
#A98F82

Gold is a gradient, never a fill

Any gold element — type, mark, rule — carries the 172°/176° ramp. A flat #C39A55 anywhere in the brand is a mistake, because flat gold reads as yellow, not as metal.

Light comes from above

Two radial washes: warm at 50% 2%, deeper at 50% 104%. Every surface sits inside that cellar glow. Never light a Bonsoir surface from the side.

Contrast floor

Paper on ink for all reading copy. Dim (#A98F82) for secondary only, never under 14px. Gold is display-only — it never sets a paragraph.

10

Typography

Three roles, no overlap
01 · Display
Cormorant
Garamond

Use for: every headline and pull quote. Weight 300, with the emphasised phrase at 400 italic and filled with the gold gradient.

Never for: body copy, labels or UI. And never above weight 400 — bold Cormorant breaks the composure.

Tracking −.012em · line-height 1.02

02 · Small caps
Cormorant SC

Use for: the wordmark, the statistic figures (0%, 1L), ritual names, and short gold phrases inside body copy.

Never for: sentences. It is a labelling face — three words maximum.

Weights 300–500 · tracking .06–.24em

03 · Sans
Jost

Use for: all body copy at weight 300, navigation, and the eyebrow label — 0.62rem at .42em tracking, uppercase, in quiet gold.

Never for: headlines or the wordmark.

Weights 200–500 · body 15–17px / 1.7

The scale in practice
Display

Cormorant 300 · to 5.6rem

emphasis

Cormorant 400 italic · gold gradient

FIGURE

Cormorant SC · statistics

Body copy sits here.

Jost 300 · 15px / 1.7

EYEBROW

Jost 400 · .62rem · .42em

11

The bottle is
the protagonist.

In place of a mascot

Bonsoir has no mascot — on purpose

A character would speak, and this brand's whole argument is that it doesn't need to. The role a mascot would play is carried by the bottle itself: it turns, it catches light, it holds the centre of every composition and it never explains.

Photographed as a 62-frame turntable, it rotates with the scroll — the closest thing the brand has to a performance. It is never held by a hand, never mid-pour, never surrounded by props.

If a person appears in a Bonsoir image, they are out of focus, mid-sentence, and not looking at the camera. The room is populated; the frame is not about them.

The sun-and-waves

The one graphic device. It appears as the mark, blind-embossed on the base, and nowhere else. Never as a pattern, never as a watermark.

The gold hairline

A 1px rule that fades to transparent at both ends. It separates thoughts. Never a solid full-width border.

Raking light

Every photograph is lit from above and behind, so the glass rims and the label foil catch. No flat product shots on white.

12

Where it belongs

The brand, one page

Poster

One line of Cormorant, the mark, and a great deal of unused space. Never more than nine words.

Label · back panel

Non-alcoholic spirit · Blood orange botanical infusion · 1L e

Sicilian blood orange peel, gentian root, cascarilla bark. Cold-macerated four days.

Best served chilled · Drink mindfully

On the back bar

It stands with the spirits, not with the softs. If it needs a shelf-talker to explain itself, the placement is wrong.

Positioning

The toll removed; the occasion kept.

Voice

Declarative, literary, never mentions abstinence.

Look

Ink and wine, one gold gradient, light from above, generous emptiness.

Feeling

Recognition → relief → composure → quiet pride.

Clarity is the last luxury.

Drink mindfully. © 2026 Bonsoir · Brand Guidelines v1.0