***PRESS RELEASE FROM LIXIR DRINKS***
This month, award-winning premium tonic and mixer brand, Lixir Drinks is announcing a packaging rebrand as it enters the next stage in its brand journey. The rebrand is part of the bigger strategic aim to support Lixir’s positioning and elevate the brand’s competitive distinction.
The new pack design has been conceived to better tie in with other key brand touchpoints, including social media and online, whilst also increasing appeal amongst millennial audiences.
Launched in 2018 by bartending duo Matt Mahatme and Jordan Palmer, Lixir Drinks is a range of all-natural, low-calorie and low-sugar tonics and mixers which can be enjoyed alone or alongside a variety of spirits.
Lixir is stocked in a growing number of bars and restaurants in the UK, including City Pub Co and Mosaic Pub and Dining sites nationwide, and is the house mixer in Selfridges bars. To date, the range is available in 13 countries.
The brand’s strapline, ‘Mixed by Bartenders’ has been included on the front of the new pack design to clearly communicate Lixir’s compelling back story to consumers. Fonts and on-pack shapes are now rendered more strongly to make the packs even more eye-catching, and most notably the iconic Lixir ‘X’ has been refreshed to be chunkier and more impactful; with the aim of building an identifiable and unique brand emblem that consumers will easily recognise.
The new packs retain a familiar colour palette which customers will recognise across the portfolio of Rhubarb & Ginger, Elderflower & Lemon and Blood Orange & Cinnamon tonic waters, as well as Classic Indian and Refreshingly Light tonic waters, Ginger Ale and Soda Water.
The rebrand was led by We Launch, an independent creative agency based in central London. Stuart Lang, Creative Director, says, “Lixir’s product and story is so strong, it just needed to be brought together to create a compelling and coherent brand identity that will stand out. With the iconic Lixir ‘X’ at its core, we developed a bold graphic system which not only jumps out on-pack, but will be easily identifiable across social media and other digital channels.”
Jordan Palmer, co-founder said, “We launched Lixir Drinks with the view that there was a clear, strategic opportunity to create a premium mixer brand with a more informal, unexpected personality than the others in this space. We feel we’ve achieved this with our product range, however the new, refreshed packaging offers that extra edge and contemporary feel which will appeal to a slightly younger, socially switched-on audience.”
The introduction of this fresh, new label design comes hot on the heels of Lixir announcing the appointment of Chris Ellis, former commercial director at Pernod Ricard as new non-executive director; reflecting the brand’s ambitious growth plans.
The new Lixir packs will be available nationwide from October.