Strangelove is Australia’s first organic craft mixer company. They felt the mixer category for bars had become commoditized and boring while the alcohol brands were becoming sexier. Instead of product innovation, Strangelove looked back to the times where tonics and elixirs reigned supreme and were crafted by apothecaries.

Their brand is built around mankind’s inner-conflicts – self-preservation versus the self-destructive yearnings of a liver-destroying Friday night. Marx‘s challenge was to reflect the premium, organic and exotically flavoured nature of the mixers and the darker aspects of the brand. With no advertising campaign, the packaging would have to work hard. They decided to lure consumers with an image and once intrigued, tell the story to bring the brand’s essence to life.