The Making of RamTang’: A Brand Was Born

What started as a humble kitchen project has since transformed into a fully-fledged product, scaling far beyond its early beginnings. In this final chapter in our three-part series, we chat with Sally, Chris and their collaborators about building the RamTang’ brand and marketing it to customers across the UK.

 

The branding roots

If you’ve been following the Making of RamTang’ story, by now, you’ll be familiar with the inspiration, vision and key stages of the liquid’s development. But there’s so much more that happened behind the scenes – especially in shaping the brand’s unique personality and messaging.

In today’s world, branding is everything, and Sally and Chris knew that from the start. They set out to boldly redefine traditional limoncello with a brand that was modern, approachable and playful, designed to appeal to a new generation of citrus lovers while maintaining a sense of exceptional quality.

So, where does the name RamTang’ come from?

Sally: “We knew we wanted a ‘nonsense name’. We wanted something unique and memorable – the kind of brand name you could imagine people confidently ordering at a bar. One of our early ideas, Bit’Appeal, was an attempt to combine playfulness with a nod to the sharpness of citrus. However, it didn’t quite land.”

Chris: “The breakthrough came in 2021 during a late-night walk after seeing our then designer's suggestion of Tangram, inspired by the tangy, sharp nature of the cellos. A friend and I were barefoot on Tooting Common and started jokingly calling it RamTang. It just clicked.”

Sally: “As soon as Chris pitched it to me the next morning, I thought, that’s it – that’s the name.”

Navigating design and packaging

Sally and Chris encountered significant challenges and setbacks in their early branding and packaging efforts. Creating a cohesive and functional design proved far more complicated than they initially expected.

One major hurdle was their initial decision to use plastic sleeve labels for the bottles. While this method of labeling worked well for cylindrical bottles, the precise squared design of RamTang’ bottles caused severe misalignment, with 9 out of 10 labeled incorrectly. As a result, they pivoted to high-quality paper-based labels.

Chris: “On top of this, feedback from our early sales efforts highlighted issues. The messaging wasn’t clear. People didn’t get it. There was confusion and the product just wasn’t landing how we wanted.”

Elevating the brand identity

After grappling with early branding challenges, Sally and Chris realised they needed expert guidance to bring their vision to life. Capturing and communicating the bold, citrus-forward personality of RamTang’ was crucial, and they knew it had to be just right. At the start of 2023, they partnered with designlaboratory*, a renowned multidisciplinary design studio based in London.

Sally: “I remember our first meeting with Boris Thuery, co-founder of designlaboratory*, very well. Chris was setting up the Zoom and I was in my cleaning gear – still doing my day job, running our B&B. I think he thought I was the cleaner. Chris just goes, ‘Oh, that’s Sally, my mom. She’s the other co-founder’.  You’ve never seen someone’s jaw hit the floor faster. The guy froze mid-typing.”

Boris: “At the heart of everything we do is a dedication to storytelling. So, when we partner with a founder-led brand, especially one rooted in family, it’s a rare opportunity that we cherish.

“Working with Sally and Chris, we found a rich and inspiring story – one that allowed us to craft a brand that resonates deeply with their legacy, history and passion. An impactful brand is far more than a color palette, logo or font; it’s all the thoughtful details that make a brand unforgettable.”

designlaboratory* immediately understood the essence of RamTang’. During a tasting session, the team sampled the product range and began mapping out the brand’s story. 

Chris: “They were like post-it note fairies, extracting the essence, the vibe and the citrus story. They really got it.”

The designlaboratory* creative process included presenting three distinct branding concepts, each capturing different aspects of RamTang’ Cello’s identity. Ultimately, Sally and Chris gravitated toward the design that balanced boldness, whimsy and clarity, perfectly encapsulating the product’s vibrant personality.

Boris: “For RamTang’, we aimed to build a visual and sensory experience that connects meaningfully with its audience. From the textures and packaging to the delicate interactions on their website, each design choice adds another layer to their story. We even included hidden gems, like a small chalet symbol on the label, a quiet tribute to Sally’s cherished time spent in the French Alps. 

“Our ongoing collaboration with RamTang’ fills us with pride, highlighting what’s possible when trust, open communication and shared passion come together.”

Sally: “When you have a vision, you can only imagine so far. But when Boris and the team presented their work, I started crying. It was like they had brought our dream to life.”

The partnership with designlaboratory* was a pivotal moment, transforming RamTang’ into a cohesive, standout brand. Over the course of 6 months, the studio developed the comprehensive brand identity – spanning the logo, brand deck website and other key elements – that shape the RamTang’ experience drinkers know and love today.

Bringing RamTang’ to the market

With the product perfected and the branding in place, the next step for Sally and Chris was marketing RamTang’ to consumers and the trade. They started small, focusing on local venues and outreach within their network. Chris took the lead on approaching bars and restaurants, armed with samples of RamTang’ Lemon and Lime cellos.

Chris: “One of the first successes came with a listing at a well-known London venue, Below Stone Nest. That moment was huge for us. Seeing RamTang’ on the menu for the first time felt surreal but it also made us realise how much more we needed to do to build momentum.”

To gain insight into sales and product placement, Chris undertook a "crash course" by working in the hospitality industry. He spent months doing shifts at bars, including weekends at the Below Stone Nest, gaining valuable experience in pitching RamTang’ and navigating the challenges of the drinks industry.

Marketing RamTang’ required more than just venue outreach; it demanded a multifaceted strategy to build both brand awareness and community engagement. Social media emerged as a key platform, complemented by in-person events and strategic collaborations.

Sally: “We’re learning as we go. We’ve tried everything from Instagram campaigns to in-person tastings. It’s about finding what works and being willing to adapt. There have been moments where we’ve had to step back and recalibrate. Sometimes you have to slow down to move forward.”

The best is yet to come

The RamTang’ journey continues, and for Sally and Chris, 2025 promises to be an exciting year. With collaborations, events, activations and more on the horizon, the future looks bright.

Sally: “Every step of this journey has been a lesson. We’ve learned to trust our instincts, to stay curious and to never lose sight of why we started this in the first place. We’re proud of how far we’ve come, but there’s so much more we want to achieve.”

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