The Drum Awards for Marketing - Extended Deadline

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Agency: We Launch
Date: Dec 2020
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We Launch, an independent brand and digital agency, has unveiled a bold new identity and packaging redesign for premium tonic and mixer brand, Lixir Drinks.

Founded and mixed by bartenders, Lixir already boasted a strong product offering and differentiated backstory. The challenge facing the founders was translating this into the brand. At the point of approaching We Launch, Lixir’s identity still lacked shelf stand-out, held back by a muddled on-pack hierarchy which failed to clearly communicate the brand’s core product and flavours. And, quite critically for a start-up, the original designs were extremely costly to print – adding an unnecessary expense at the very moment the company was looking to scale.

Following a comprehensive audit of the tonic and mixer category, We Launch identified a clear opportunity for Lixir to differentiate itself as a premium brand with a more informal, unexpected personality than competitors. A brand that makes good times more special. Set apart from the crowd by the fact it was founded by bartenders, Lixir had the opportunity to capitalise on a heritage forged in the fast-paced, energetic and memorable buzz of a bar.

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we launch