A clean cut spirit
Cut Above
Cut Above creates clean-cut non-alcoholic drinks, offering all the flavour without alcohol, sugar, or calories and made from purposeful, natural ingredients. It’s about living life to the fullest, being your best self and facilitating ways to cut back.
Designed to reduce alcohol volume, and a promise of an effortless way to drink less helped inform our design thinking. We kept the label design intentionally clean, simple and direct. Referencing the zero ABV, we replaced the O in the ABOVE with a zero creating a consistent device to flex across each variant, changing out the colour of both the O and the E in ABOVE to read CUT ABV.
The top of the label is cut asymmetrically, another simple yet distinctive touch to visually display the idea of ‘cutting back’.
The finished product is a bold, direct design that helps bring to life a promise of reducing alcohol consumption without sacrificing the experience and taste.
Cut Above was created by Andrew Raul, an entrepreneur and artist who believes in challenging himself to be his best self and wanted to help others achieve their goals. Setting the bar high, Andrew wasn’t satisfied with a zero alcohol spirit that was a disappointing proxy for the real thing. In collaboration with a master mixologist and flavor experts, he came up with the precise ingredients that deliver the taste and the experience of a top shelf spirit.