Tonik Distillery

prohibition inspired spirits with a cheeky sense of humour.

Project Scope

Tonik may be new to the distilling world, but the families who started the company are certainly not. Brothers Rick & Randy Nixon have distilling in their blood. Nixon’s great grandfather spent the early 1920’s running rum distilled by his family to the thirsty people across the borders of Montana. Add to the party, master distiller Robert G, whose great grandfather spent his entire life crafting award-winning wine in Italy, and you’ve got yourself a wealth of knowledge that money can’t buy.

Together, we crafted a brand inspired by prohibition-era tonics and liquor, bringing that wit and character into a modernly relevant product line.

Other Credits

Photography by Reflect Design Co.

Label Printing by Glenmore Printing

Brand Kit

We created an extensive suite of typographic marks and illustrations, all inspired by the styling of the Prohibition period. While the two founding families didn’t know each other during prohibition time, we decided it would be more interesting and engaging to imagine a timeline where they did.

So, alongside the team, I crafted a story where Great Grandpa Nixon met Great Grandpa Givelle, and they started a distilling revolution together. This story made for the perfect foundation to build a tongue-in-cheek brand feel that would instantly make Tonik stand out.

Inspired by the “Miracle Tonics” and high-proof liquor of the prohibition era, the brand suite consists of many marks that pay tribute to an old-world style while having a modern sensibility. Just like the cheeky sayings that would populate these “Cure-All” potions and tonics sold door to door, the illustrations and logomarks are accompanied by exaggerated claims and remedies like “Sent From the Heavens” and “Your Miracle Cure.” Blending this tongue-in-cheek sarcasm with the beautiful typography and illustration style of this era creates a highly unique brand look & voice. The perfect balance of fun and class.

The prohibition era was the birthplace of many distinct styles, so we wanted to develop a few different stylings for the main logomarks. Each core logomark features three separately styled versions that all have a unique look and feel. This allows for marks to be swapped out and provide a fresh vibe without losing their recognition.

Breaking the Vodka Soda Mould

Our goal with the Tonik vodka soda line was to use the brand story to our advantage and embed character into the cans that would stand out on store shelves. The voice mixed with the unique styling made for a beautiful toolkit to create something exceptional in the space.

To further integrate the “Cure-All” tonic impression, each Tonik product is equipped with a “Potential Remedies” banner designed to give customers a chuckle and promote a relaxed vibe and spirit.

a word from the team at Tonik

When we set out to find the right designer for our new venture, Reflect Design Co. was referred to us by a close friend who had seen his work at Fire Hall Kitchen & Tap. We made the right choice! We were immediately impressed. They were able to take our vision and bring it to a whole new level. We continue to use their services and would highly recommend the studio if you are looking to stand out from the crowd. Their easy going professionalism and seasoned eye make our design decisions a breeze.

Rick Nixon | Founder | Tonik Distillery