All the Bitter
From outdated to updated.
Year
2025
Timeline
12 months
Services
Strategy
Branding
Package Design
Logo
Support
Refresh
overview
All the Bitter is an established brand with great brand loyalty. So we did not want to destroy everything they had already built.
The owners, Ian and Carly, knew that it was time to evolve the packaging and visual identity to feel a bit more grown up and established. They were aware that some of the messaging on the front of their original labels was busy and overwhelming. And they had the added challenge of adding new bottle sizes and flavors to their line-up. All good reasons to start a refresh.
We started with asking their most loyal customers what they loved about the product. We needed to know how it fit into their lives. Once we knew that All the Bitter was part of their daily ritual, we could make some smart decisions on how to far to push the refresh.
Early Sketches
Packaging didn’t reflect a premium price point. Too much info to convey on a small bottle.
Priority number one in the design process was updating the illustrations for the packaging.
This was an integral piece of the original design system and something customers recognize instantly. Ian and Carly knew it was time to upgrade the illustrations to be more polished and refined. After an extensive search, we hired Ella Ginn and we began the long process of creating, editing, and refining art work for 10 flavors. These illustrations were then chopped up and broken out into individual icons to be used throughout the brand identity.
the Result
The refresh packaging strikes a balance between their established brand and where they want to go next. Using some of the same elements from the original package and updating just the parts that needed updating creates a link between the old and the new. Customers, retailers, and distributors all love the new packaging and All the Bitter sales have increased as a result.
The response to the rebrand has been overwhelmingly positive. We’ve already had retailers order the entire lineup in both sizes.
Ian Blessing
Co-founder of All the Bitter
Project Leader
Michael Wilson
Client
Ian and Carly Blessing
Illustration
Ella Ginn
