Twisted Alchemy

A product made for pleasure and indulgence needs more than a brand definition—it needs a brand feeling.

WHAT THEY NEEDED

Initially created solely for use by mixologists at high-end lounges, the brand name was originally Industry Juice, which effectively defined it as a commercial product. The owners were unhappy with the existing package design, and they wanted to expand beyond B2B and allow for a consumer-facing brand. That meant the name had to change too.

WHAT WE DID

Through candid conversations with the founding couple, we uncovered lots of creativity and curiosity. When the husband mentioned that, at one of their epic cocktail parties someone referred to him as "The Twisted Alchemist," we knew where to lead the brand.

Illustrator: Brian Rau