Context
Liquid Intel LLC is an intelligent beverage marketing company operating at the intersection of technology, fintech, and the beverage industry. The company required a complete brand identity system for two entities: the mother brand (Liquid Intel) and a child brand (MyLiquid Wallet), a crypto-enabled wallet designed specifically for alcohol deals and beverage commerce.
The Challenge
Building a dual-brand architecture that allows the mother brand and child brand to coexist with distinct personalities while maintaining visual and strategic coherence. The brand needed to feel credible to both the beverage trade and the technology investor community, without defaulting to generic fintech aesthetics.
Our Approach
Mcafan developed a full brand architecture strategy, establishing the relationship between Liquid Intel and MyLiquid Wallet in terms of positioning, visual language, and messaging. We defined the brand platform for each entity, then created a 37-page brand style guide covering logo system, color palette, typography, iconography, application rules, and tone of voice.
Scope of Work
- Brand architecture strategy
- Mother brand (Liquid Intel) identity system
- Child brand (MyLiquid Wallet) identity system
- 37-page brand style guide
- Website design concept
- Brand application guidelines
Outcome
Liquid Intel emerged with a dual-brand system sophisticated enough to serve both its trade and investor audiences. The brand style guide became the operating document for all subsequent brand production.
Mcafan understood immediately what we were trying to do at the intersection of beverage and technology. The brand they built communicates that intelligence without overexplaining.
CEO, Liquid Intel LLC
