By No Means

Ashcroft forms the stacked wordmark for By No Means, an Australian range of alcohol-free botanical drinks inspired by wine. Luke Robertson Studio in Paris developed the visual identity, packaging and art direction.

The uppercase logo gives the bottles a distinctive presence, while blind-embossed varietal names sit between the lines of the wordmark. This treatment carries the idea of a wine “impression” into the physical label. A grape-like emblem, derived from an inverted typographic asterism, appears on the bottle caps.

The identity extends to business cards and ingredient-led imagery.