Prior to the introduction of Q Tonic, there was no premium tonic water to accompany the premium liquors in the US marketplace. Our design challenge was to develop a visual language that would allow this product to live in two extremely different environments—specialty grocer by day, bar by night—while at the same time communicate its premium offering. Our solution? Develop a unique identity, graphic language and packaging that would evoke the premium aspect of the product on the shelf and behind the bar. As a result, Q Tonic has had great success and acceptance at grocers nationwide including Whole Foods.