Brand Board

Shaken, Styled,

SERVED,

MixBox!

What does a cocktail brand look like when its audience cares about the photo as much as the drink?

I built MixBox, a cocktail subscription box, from moodboard to logo, icons, packaging and an Instagram launch post.

CONTEXT

sTUDENT PROJECT

Brand Board Design, Devine (Howest)

TEAM

SOLO

one designer

DURATION

2 MONTHS

start to finish

ROLE

Brand & visual lead

Figma

The Brief

Two mixologists are launching a cocktail subscription box in Antwerp, for people who want to impress their friends without learning to be a bartender.

The Question

How do you make a cocktail brand feel cool but chic: premium enough to post, easy enough for a night in?

The Process

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Choosing who it's for

My target audience was trend-sensitive Gen Y and Z. Five words kept me on track: trend-conscious, social, experience-seeking, convenience-loving and aesthetically minded.

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Moodboard & tone of voice

My first moodboard missed the trendy, convenient side, so I reworked it around the audience. The goal was: a stylish friend who always knows the best spots and how to make any night better.

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Styleboard

V1 was too designed, with no real photos. V2 was too chaotic. V3 clicked: Canopée headlines, Pinyon Script glamour, Helvetica Neue body and blurry night-out photos.

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Logo & icons

I sketched boxes, glasses and olives. After two feedback rounds, the wave lives only in the O, with a glass rising out. The icons went from abstract to eight gold circles.

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Packaging & Instagram

Three touchpoints: the box, an Instagram post and a logo wave animation. On the box, the cocktail icon replaced the logo to show what’s inside.

00123456789

Choosing who it's for

My target audience was trend-sensitive Gen Y and Z. Five words kept me on track: trend-conscious, social, experience-seeking, convenience-loving and aesthetically minded.

00123456789

Moodboard & tone of voice

My first moodboard missed the trendy, convenient side, so I reworked it around the audience. The goal was: a stylish friend who always knows the best spots and how to make any night better.

00123456789

Styleboard

V1 was too designed, with no real photos. V2 was too chaotic. V3 clicked: Canopée headlines, Pinyon Script glamour, Helvetica Neue body and blurry night-out photos.

00123456789

Logo & icons

I sketched boxes, glasses and olives. After two feedback rounds, the wave lives only in the O, with a glass rising out. The icons went from abstract to eight gold circles.

00123456789

Packaging & Instagram

Three touchpoints: the box, an Instagram post and a logo wave animation. On the box, the cocktail icon replaced the logo to show what’s inside.

00123456789

Styleboard

Gathering visual references to define the mood, palette, and aesthetic direction of the brand.

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Brand Search

I began with research and sketches to explore brand elements, then refined concepts and applied the chosen typeface after defining the styleboard.

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Logo and Icons

I experimented with an abstract style that helped me understand the shapes and meanings, then I changed it to something that would go more with the brand.

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Packaging & Insta Mockup

When it came to the mockups, I had a lot of ideas but had to narrow them down. I chose to focus on an Instagram post, the box itself, and a small animation of the liquid. I played with visual elements like the wave and the grid. For the Instagram mockup, I explored several photos and eventually chose one that struck the right balance - chic but still fun.

Results

#simplified_twice

A logo that mixes

A bold vintage serif with one playful twist: the O fills with a pink wave and a glass rises out of it.

#one_colour_one_job

A palette that sets the vibe

Bold pink leads, soft pink warms, gold adds editorial structure, and yellow marks every action.

#photo_first

Made to be shared

From the box to the feed, every touchpoint works as a photo first, because that's how this audience talks about a night.

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