Customizable canned drinks company ELIQS has rebranded with a “lighter and brighter” digital identity, which accompanies a revamped website with improved navigation.
ELIQS is a service for personalizing a can of beer, wine or sparkling water with a pattern, image or text. The rebranding was done in-house and led by the company’s creative director, Katie Barger.
The brand’s “show, don’t tell” approach lends itself to the nature of the product, Barger says. Part of that was a new, more accessible color palette and more readable typography.
Although the ELIQS logo remained the same, Barger says he “cleaned up his fonts.” The new “hero typeface” is Founders Grotesk, with Editorial new used as the accent font, Barger adds. Previously, the company used HK Gothic, La Nord and Editorial New, but Barger explains that “a cleaning up of its typographic hierarchy” was needed, as well as an optimization of readability.
ELIQS’ new look draws inspiration from its old color scheme, according to Barger. These were forest green, ELIQS highlighter yellow and white, with a secondary palette of ELIQS burnt orange, ELIQS electric blue and ELIQS lavender.
To improve readability, ELIQS has darkened its forest green which is often used as the background color on the site. For the same reason, the yellow highlighter is now “brighter and more vibrant,” says Barger.
She adds, “While our original palette was visually appealing, it was muddy and didn’t speak to the shine of our cans.” The brighter yellow is meant to give the brand a “younger and refreshed” feel, says Barger.
ELIQS “Winky mascot” also received a small update. Barger says, “We got a lot of feedback about Winky’s original eye looking more like a pill than a box tab, so we tweaked it to look more like a box tab.”
After “knowing more about its customer base”, ELIQS decided to invest more in the digital experience to simplify the user interface, according to Barger. She adds, “I think the biggest UX improvement was our navigation redesign.”
Since the product is not simple and requires some work from the customer, the idea behind the website redesign was to make navigation as easy as possible. The main navigation has now been “reduced” to two options which are template-based designs and 100% custom designs, Barger explains. The previous navigation consisted of six links.
Along with the website relaunch, the new branding will also roll out across Instagram, corporate communications and ads, and eventually TikTok.