Refreshing a contemporary, innovative cocktail brand.

Role: Lead Designer, Brand Strategy, Art Direction, Design, Advertising, Copywriting, Package Design, Illustration

Art direction, bottle labels and custom illustrations for DRNXMYTH—the world's first, fresh bottled cocktail made by world-renowned bartenders, using proprietary, patented bottle technology.

Representing each flavor with a bold color, the labels juxtaposed serif and sans-serif typography—symbolizing the “mix” of classic and new ideas that define the brand. Rather than relying on lifestyle photography, vibrant custom illustrations of different cocktails were created for the marketing and OOH ad campaign, giving them a more personal feel that reinforced each bartender’s signature recipe.