Elixir Craft
Brand Identity & Packaging Concept
A self-initiated branding project exploring the visual identity of a premium non-alcoholic spirits brand.
OVERVIEW
Elixir Craft is a self-initiated branding project exploring how visual identity and packaging design could position a premium non-alcoholic spirit within the rapidly growing alcohol-free beverage category.
The project focuses on developing a distinctive typographic identity, botanical illustration system and packaging concept capable of standing alongside contemporary craft spirits while communicating the product’s natural ingredients and artisanal character.
THE CHALLENGE
The non-alcoholic spirits category has grown rapidly in recent years, creating a highly competitive visual landscape where many brands rely on minimalist packaging or heritage-inspired cues.
The challenge was to design an identity that could convey both craftsmanship and modernity, using typography and illustration to create a distinctive brand presence on shelf while maintaining the elegance expected of premium beverage packaging.
MY ROLE
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Self-initiated branding project
• Concept development and creative direction
• Brand identity and wordmark design
• Packaging design and illustration
• Art direction for seasonal marketing campaigns
• Visual research and image generation for campaign concepts
BRAND IDENTITY & PACKAGING
The visual direction centres on expressive typography paired with detailed botanical illustration, allowing the packaging to communicate both the flavour profile and the artisanal nature of the product.
A fictional base ingredient — azure blossom nectar — was developed as the narrative foundation of the brand. The botanical illustrations on the labels interpret this ingredient visually, creating a distinctive visual signature across the product range.
The identity combines a bold typographic wordmark with a refined colour palette and illustrated elements, balancing decorative richness with a structured hierarchy to maintain clarity on shelf.
The packaging system was designed to feel premium and distinctive within the non-alcoholic spirits category, with each bottle highlighting its botanical ingredients through illustration and colour while maintaining a cohesive visual language across the range. Premium finishing techniques such as foil stamping and textured papers were also considered as part of the design concept to reinforce the craft positioning of the brand.
SPRING CAMPAIGN ART DIRECTION
To explore how the brand could translate into a seasonal marketing campaign, I developed a spring concept centred around freshness, natural landscapes and botanical ingredients.
The visual direction places the bottle within bright alpine environments, echoing the purity and origin story of the fictional azure blossom nectar. Natural light, soft colours and floral elements reinforce the sense of freshness while allowing the packaging design to remain the focal point.
These visuals explore how the Elixir Craft identity could extend into lifestyle imagery and campaign storytelling while maintaining a premium and contemporary aesthetic.
CHRISTMAS CAMPAIGN & LIMITED EDITION PACKAGING
A festive campaign concept was developed to explore how the brand could evolve during seasonal retail moments.
For the Christmas edition, the packaging introduces richer tones and metallic finishes to create a more celebratory visual presence while remaining consistent with the core identity. The campaign art direction uses deep, velvety backgrounds and dramatic lighting to highlight the bottles and the vibrant colours of the beverages.
Custom glassware concepts were also explored for each drink, reinforcing the idea of crafted elixirs designed to be savoured during festive occasions.
Note: AI tools were used to generate the brief and certain visual elements used in the campaign concepts. The brand identity, packaging and final composition were created manually.
