London agency We Launch has unveiled a new identity and packaging redesign for the award-winning premium tonic and mixer brand, Lixir Drinks that plays on the start-up’s interesting backstory.

Launched through a successful crowdfunding campaign in 2018 by bartending duo Matt Mahatme and Jordan Palmer, the pair wanted to create a range of products that has a more informal, unexpected personality than everyone else. A brand that has a bit of an edge, a contemporary feel, and which appeals to a slightly younger, “socially switched-on” audience.

With this in mind, We Launch re-orientated the brand around the tagline ‘Mixed By Bartenders’ which now sits front and centre across the bottle, packaging and other brand collateral. “Capturing the passion and knowledge that Lixir pours into the drinks, the tagline acts as a quality seal and establishes the tonic as a standalone product – no matter the accompanying beverage,” says the agency.

We Launch also developed a bold new graphics system with the iconic Lixir ‘X’ at its core. As the focal point, the ‘X’ was refreshed to be more impactful, positioning it as a unique brand emblem that consumers would easily recognise whether online, in-store or across the bar. Crucially, by simplifying the on-pack designs, We Launch was able to reduce print production costs by over 25%.

Elsewhere, accompanying brand photography by lifestyle photographer Jack Terry features a group of friends enjoying the drinks in a modern pub setting, reinforcing Lixir’s mission to deliver ‘Good Times. Big Flavours. Mixed By Bartenders’.

“Lixir came to us with both a compelling product and story – but it just wasn’t being communicated in the right way,” says Stuart Lang, founder and creative director of We Launch. “Working closely with Lixir’s founders in what was a very short timeframe, by traditional standards, we were able to develop the bold and distinctive rebrand the product deserved.”

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