Twisted Alchemy

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

Expanding beyond B2B

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.

Uncovering the brand’s true path

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.

Creative at work

Renaming the brand Twisted Alchemy opened the door to brand storytelling, conjuring exoticism and mysticism from label to social to trade shows. The 180-degree pivot from workaday bartender’s staple to mixologist’s pride earned Twisted Alchemy a coveted visual presence on the back bar, instead of hidden beneath it.