Since it began, H.Theoriahas defied the conventions of the liqueur market with its novel ingredients and skill at blending. We 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. “Be Dandy brought out what H.theoria struggled to express. . The creative work hat followed was exciting.” — Marlène Staiger, Co-Founder of H.Theoria