True was looking to create a strong brand identity for its line of natural cocktail mixers. 


Originally branded True Tonics, JAM felt the name was too limiting and should be branded to support future products within the portfolio. It was essential to create a distinctive and established premium identity to reflect the product's formula of natural ingredients, similar to the days of when cocktails were made without chemicals. 


JAM gave True an ownable brand identity that could be easily adaptable to future line extensions for the brand. The bottle structure is reminiscent to the days of pre-prohibition and supports the brands loyalty to making mixers the old fashioned way. JAM also updated the wax seal as an endorser to the brand, making It more identifiable and unique to each bottle.

© 2018 by Johnson And McGreevy Inc.


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