20something Rebrands Experimental Drinks Company Atelier Pip

In recent years, the premium drinks category has developed into a space of experiment and experience, more akin to a theatre or circus than a traditional bar atmosphere. The expectation from clientele is that the drink should be as intriguing as the bar it’s served in.

Working with mixologists, menu designers and taste-makers, 20something developed a brand world inspired by synaesthetic experience.

Samuel Guillotel, Art Director at 20something comments on the thinking behind the design: “A drink is much more than the glass in your hand. It’s the smells, sounds and sights of the liquid and the fruit. The taste is only the start, this is reflected in the design world and visual representation of ‘flavour experience’.”

The work was inspired by the phenomenon of synaesthesia – a condition where one sense is seemingly perceived by another, seeing shapes and colours in music etc. The ambition was to visualise taste sensation, creating a visual language as rich and visceral as the flavour and drinks creations themselves.

All aspects were created in-house – concept, visual assets and typeface.