hella logo

Our Work

  • Research & insights
  • Brand strategy
  • Product strategy
  • Communication strategy
  • Identity system design
  • Iconography system
  • Copywriting
  • Creative direction
  • Packaging design
  • Product strategy
  • Product positioning
  • Product messaging

The Challenge

Crafting a new brand expression for a classic category.

An at-home cocktailing company needed to redefine their brand in a fast-evolving landscape to resonate with their target audience. We unlocked their consumer, strategy, refreshed their identity and packaging and created and launched a new product line extension.


Ingredients are a reason to buy and Hella gives a shortcut that doesn’t taste like it.

The logo was inspired by traditional mixology with cross-hatched typography and drip-like elements in the letter forms.

We developed a complete system of illustrated ingredients inspired by classic cocktail packaging with line engraved imagery. 

— Jomaree, Hella Cocktail Co Founder & CEO

“We Are Bill understand strategy and insights and have seamless execution.”

All rights reserved We Are Bill 2024.