tall glass jar containing grapefruit slices and rosemary leaves, floating in clear liquor, sits on a wooden table, surrounded by vibrant limes and grapefruits. Matte cream label bearing Aged & Infused logo and coral color band on bottom 1/4 of jar.

Aged & Infused: A Flavorful Brand System, Built to Grow

The early years of Aged & Infused were simple, yet they grew quickly so their brand wasn’t thinking ahead, it was reacting. Our role was to establish a flexible foundation of visuals so that the brand could expand as the business continues to grow.

Inspired by their clean, natural ingredients, we created a packaging system that future flavors could play well within, created an illustration set and pattern to reinforce the playful side of the brand, and established a photography style that captures the brand’s approachability and flexibility.

SERVICES PROVIDED

INDUSTRY

Brand Refresh
Packaging System
Color System
Illustration
Print Collateral
Shipping Material Design
Sub Brand Development

Consumer Packaged Goods

CLIENT SINCE

June 2020

THE STRATEGY

slideshow, first slide: heading reads, "Our first question..."; body text reads, "How do you build a container flexible enough to hold a growing family of flavors?"
second slide: heading reads, "...leads to more questions..."; body text reads "what raw visual ingredients does the product give us to work with on its own? How do we compliment each flavor's natural colors and textures to bring out its strongest not
third slide: 2 columns of text side by side with a squiggly line moving from the first column to the second; heading, "...revealing new possibilities"; column 1 subheading, "What They Had"; body text, "Rustic kraft paper packaging with a masculine DI

THE WORK

gif, the Aged & Infused logo, all caps hand painted type with stylized ampersand, transforms from "before" state: awkwardly proportioned, cramped letters; to "after" state: more evenly spaced letters, and a more balanced, upright ampersand

The Logo

Aged & Infused already had a logo with some local clout when we came on board. We refined the logo's letterforms and kearning, and redrew their signature ampersand to create a more balanced, rhythmic composition, without sacrificing the recognizability they’d already worked hard to build.

4x3 grid of 12 rectangles, each rectangle made up of two harmoniously paired color bands
5 horizontal stripes of color; stripe 1 is deep dusty blue; stripe 2, muted orange; stripe 3, deep red with purple undertones; stripe 4, muted yellow; stripe 5, soft peach
2 columns containing 6 horizontal bands of color each; left column contains bright spring-y hues of lemongrass, coral, yellow orange, and dusty pink; right column contains autumnal/wintery hues of apple red, burgundy, pale green, and earthy brown

Color System

Aged & Infused’s extensive, ever-expanding list of flavors, demanded a flexible system for product differentiation. We responded by creating a dynamic color system, with each flavor represented by a color. Grouped according to season, the flavor colors form rich tonal palettes for the brand to draw on, mixing and matching to create near-endless variations, all with a distinctly “Aged & Infused” feel.

collection of simple, single-color illustrations depicting an abstract infusion kit, cocktail glasses, barware, and garnishes

Illustration

From the people at it's core, to the product itself, Aged & Infused has a spirited, joyful energy that was missing from the brand's previous visual language. We created an illustration set and pattern in a playful, off-kilter style to reinforce these facets of the brand's personality, while running a unifying thread across the plethora of colors.

square divided into 3 color blocks (orange, yellow, coral). pattern of minimal, off-kilter illustrations of barware and garnishes runs continuously across all 3 blocks
7 Aged & Infused branded jars with metal pour spouts, sit on a light wood table. Plants and dried fruits surround them. Each jar contains clear liquor tinted a different color by the unique fruits afloat in them.
3 plastic pouches on wooden surface. Top two thirds of each pouch are cream, bottom third of each is a different color. All bear Aged & Infused logo, minimal product description, and translucent window to ingredients inside.

Packaging

Inspired by the clean, natural ingredients in Aged & Infused's infusion kits, we created a flexible, minimalist packaging system that future flavors could play well within. As the company grew, they introduced a new product, the Traveling Bar Cart. We created a sub brand for the new product, including all new belly band packaging as well as a deck of custom branded playing cards.

rectangular leather case lies open on picnic blanket. inside are 2 liquor bottles, 2 metal cups & 2 metal shot glasses with ampersand logo, small glass bottle, stir spoon, and custom branded playing card deck
3 cocktail glasses filled with luminous, semiopaque golden liquid, sit on wooden patio table with rattan drink tray. out of focus in background are an infusion kit and two people conversing

Photography

With a majority of A&I’s first impressions happening online, it was important for us to build a rich and inviting visual world for the product to inhabit digitally. We collaborated closely with a talented photography/food styling team to establish a casually approachable photographic style, focused on moments of relaxed social connection.

We embraced naturalistic photography, placing the product in colorful, unfussy social settings alongside attainable bar set-ups and people, at ease in their environment.

clear liquid cascades from a glass bottle into an open infusion kit containing slices of dried grapefruit. the liquid splashes and foams as it fills the jar.

Andi is a true color queen and an all-around amazing designer. We came to her in 2020 with the large task of re-branding our company, Aged & Infused, from the ground up.

Not only did Andi take the time to really get to know A&I, but she also created a beautiful color story, packaging, website, and aesthetic that brought our story to life and has without a doubt helped our business grow. We’re so excited to continue evolving with such a collaborative, talented, and like-minded partner.

—Jess Feller, Co-Founder of Aged & Infused

person in gold satin blouse extends cocktail toward camera. cocktail is a glowing ombre of yellow orange to deep pink, garnished with hibiscus flower. Aged & Infused infusion kit, with mangos and hibiscus in clear liquor, sits left of cocktail.