About the bev: Illicit Elixirs is a sparkling juice drink that supports the production of dopamine AKA the happy hormone. IE is found in the functional beverage section of national stores like Walmart and Bristol Farms as well as local specialty grocery stores. It is nonalcoholic, caffeine free, no CBD/THC, gluten-free, with no artificial sweeteners.
The challenge: Get consumers to understand all of the above!
The brand: Illicit Elixirs is a fun, fruity, fizzy, functional bev with a maximalist, over-the-top, more-is-more, adjective-filled brand. The visuals are extremely colorful and playful, featuring “The Mayor” with his huge grin, spunky illustrations, and anthropomorphized fruits. With the tagline “Drink Happy Thoughts,” the brand voice is loud, proud, and encourages happy hedonism
My role: As Senior Creative, my job was to develop and produce the brand as well as all marketing materials. Some questions I pondered were “who is The Mayor? Is he the brand mascot or the visual manifestation of each and every person who drinks IE?” and “Does Mr. Happy Brain have a tush?” (To which I answered “the latter” and “yes,” respectively). Deliverables included packaging design, brand campaigns, social media content, product photography, experiential/event creative, merch, sales and pitch decks, email and digital marketing, and more. 🍉🍑🍒🍋🫐
Roles
brand identity
art direction
packaging design
platform ideation
copywriting
creative strategy
social media
content creation
motion design
print design
Credits
Made in-house at Illicit Elixirs.
Chief Marketing Officer: Jason Gaboriau
Senior Creative: Syd Rein
Photo & Video: Alex Hinsky
Illustrations: Alec Perin