Q Mixers requested a visual refresh of their brand identity and packaging to elevate and modernize the design, drive consistency across touchpoints, and respond to the brand’s rapid growth and expanding portfolio.
Q Mixers will Make Your Drink Spectacular – their premium mixers are perfectly carbonated, made with real ingredients, and balanced in flavor and sweetness to let your spirits shine.
In a sea of seemingly comparable products, we were challenged to make Q stand out as a mixer, rather than a seltzer, sparkling water or ready-to-drink. To achieve this, we crafted an identity system that is as dynamic as the product itself. In partnership with the Q team, we designed packaging that harnesses the quality of the product and the spirit of the brand.
Three main ideas bubbled to the surface when defining the brand and visual strategy. Spectacular Effervescence, Inspired by the Golden Hour and Made to Mix.
We emphasized Spectacular Effervescence through the warm dappled light effects and bubble patterns in our brand visuals, which are reminiscent of the refreshing, perfectly carbonated Q cocktails. This confident style reflects the authenticity of Q.
We also distilled the brand’s color palette into a simplified but impactful selection inspired by the Golden Hour, the perfect time of day to mix and enjoy a cocktail with Q. For the packaging design, we took inspiration from the product attributes – less sweet with real ingredients.
Q is specially crafted and truly Made to Mix. We celebrate and honor this through our graphic language, portraying the energy and excitement of the perfect pairing – Q Mixers with your favorite spirits. The brand is joyful, seeking to inspire through this sense of liveliness.
In addition to Q’s core offering of Carbonated Mixers, we extended the design system to their latest innovation launch of Non-Carbonated Mixers. To inspire the packaging design, we focused on the new taste profiles which included richer, bolder flavors – like the Bold & Savory Bloody Mary Mix or the Tart & Refreshing Margarita Mix.
As the final project deliverable, the beautifully designed and copywritten Q Brand Guidelines book infuses the brand’s confidence and joyfulness into every consumer touchpoint and showcases a thread of consistency across all communications.
Q Mixers makes the world’s best carbonated mixers. This starts with the highest quality ingredients – no high fructose corn syrup or artificial preservatives. It is the tenet on which the brand was built and one from which we will never waver. Our Tonic Water, Ginger Beer and other flavors are proudly served by thousands of America’s best bars and restaurants including the Four Seasons and P.F. Chang’s and carried by major retailers in the US including Target, Albertsons, Kroger, Total Wine, Walmart, Whole Foods and Amazon. Q Mixers are available in 11 flavors including Spectacular Tonic, Ginger Beer, Sparkling Grapefruit and the newest Hibiscus Ginger Beer.