Calexo

Calexo is a lifestyle brand designed to offer accessible drinking opportunities for those of us looking to drink less alcohol.  Hi-Touch was tasked with identifying the audience, creating a portfolio of cocktail style ready to drink flavors.  Using flavor as our launching point we were also tasked with building the design language and brand identity.  Inspired by the laidback energy of Southern California Americana, Art Deco of the roaring 20’s and the delight of a mimosa, Calexo is a celebratory effervescent drink designed to replace typical alcohol cocktails.  For the design language, we focused on the playful contrasting  energy of op-art inspired by artists like Bridget Riley and Daniel Burren. 

The drinks are sparkling low calorie organic juice based drinks offering a low impact sessionable experience. Our initial flavor, Citrus Rose, is bright bubbly  blend of Grapefruit, Yuzu, and Rose water that is inspired by the citrus trees and rose bushes that line the chainlink fences of southern California’s suburbs. Cucumber Citron, Calexo’s star flavor, is inspired by the refreshing gardens of Berkeley and the California fresh cuisine of Alice Waters.  Cucumber, Ginger, and lemongrass are top notes to this crisp, refreshing California classic.