• Chloe Gordon

H.THEORIA's Identity Promises A Voyage Of The Soul

The strong identities of each H.THEORIA liquor are showcased in the branding and package design by Be Dandy. Each bottle indicates the experience into which you are about to jump in an abstract visual depiction. Whether it’s Amour Matador, Cuir Lointain, Midi Fauve, or Electric Velvet, each cocktail has a mesmerizing scent that lays the foundation for the taste story that will follow. And, honestly speaking, these bottles are so gorgeous they can double as a vase once you finish celebrating and cheers-ing with the liquid within.

Since it began, H.THEORIA has defied the conventions of the liqueur market with its novel ingredients and skill at blending. Be Dandy drew on these distinctive features to identify the H.THEORIA experience, which we then made central to its positioning and identity. The liqueur range was reworked so each bottle would visually embody the journey of the senses that its flavour allows. The agency was assigned to work on the brand strategy through a brand platform; on the visual identity by reworking the brand and bottles; and on the verbal identity with a manifesto and brand message.

The strength of H.THEORIA, identified by Be Dandy, is the narrative value of each liqueur thanks to the blend of different ingredients: sometimes it’s the countryside finding its way into an old family home, sometimes it’s the sunshine on skin at high noon. The agency chose to keep the narrative, alchemical DNA of the blend in the brand’s verbal and visual identity. Its tone is imbued with mystery, its monogram flirts with esotericism, the colours invoke depth and its visuals convey hybridity and free association. H.THEORIA’s creative know-how thus lies at the heart of its identity.


Be Dandy also worked to give pride of place to the flavours, genuine phenomena that we aimed to reveal. The agency therefore opted for a product architecture strategy that, while remaining attached to the parent brand, could highlight the uniqueness of each liqueur. Whether it’s Amour Matador, Cuir Lointain, Midi Fauve or Electric Velvet, each liqueur has an intoxicating scent that lays the foundation for the taste story that will follow. These strong olfactory and gustatory identities are now showcased in the identity of the products, since each bottle reflects the experience into which you are about to dive.


Project Credits

Be Dandy


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