The design focusses on the main ingredients. The bitter orange brings the essential aroma; therefor it became the prominent element of the label. The shapes of the other ingredients (apple, gentian root and cinchona bark) were reduced to an absolute minimum and used as decorative elements. The colour palette was carefully chosen to stand out amongst other brands on the supermarket shelf. On top of that, the blue and orange are the colours of the House of Orange-Nassau; a subtle ‘wink’ to the Luxembourgish origins of the product. Adding a golden hot foil and embossing gives the label a luxurious look.
The label look ageless; due to its minimalist design and colour palette, they are appealing to people of all ages. By adding a touch of luxury, one gets the feeling this product has a long history and is trustworthy, despite the fact it is brand new.The bottle stands out amongst all alcools in shop shelves.