Lixir Drinks unveils bold rebrand of mixer range

Premium tonic and mixer brand Lixir Drinks has revealed a packaging rebrand to mark the next stage of its growth journey.

The rebrand, part of a bigger stragety to improve its market position, has been designed to increase its appeal to millennial consumers and to tie in with other brand touch points including social media. The new packs will be available nationwide from October.

Lixir's strapline, 'Mixed by bartenders', has been included on the front of the new pack design along with new and improved fonts and on-pack shapes. It will retain a familiar colour palette across the range, which includes rhubarb and ginger, elderflower and lemon, blood orange and cinnamon and classic Indian tonic waters as well as ginger ale and soda water.

Launched in 2018 by bartending duo Matt Mahatme and Jordan Palmer, Lixir Drinks is a range of low-calorie, low-sugar tonics and mixers made without artificial ingredients.

Its products are stocked in bars and restaurants around the UK including City Pub Co and Mosaic Pub and Dining sites, and it is also the house mixer in Selfridges bars. The range is currently available in 13 countries. 

Jordan Palmer 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. The new, refreshed packaging offers that extra edge and contemporary feel which will appeal to a slightly younger, socially switched-on audience."

The rebrand was led by London creative agency We Launch. The company's creative director, Stuart Lang, said: "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."

Lixir Drinks' rebrand follows the appointment of Chris Ellis, former commercial director at Pernod Ricard, as a non-executive director to the brand.

6 October 2020 - Bethany Whymark