Tonic Lab began as a small wellness brand selling tonic shots primarily through local farmers markets before expanding into wholesale and online retail. While the company already had a name and a strong product, the brand lacked a cohesive visual identity and marketing direction. Working closely with founder Christina, I helped develop a voice and visual language that felt approachable and shelf-ready, without losing the handmade authenticity that made the brand successful in the first place.

The project evolved into a full identity system that included logos, wordmarks, packaging concepts, merchandise mockups, shelf renderings, and a comprehensive brand workbook designed to support future growth across retail and digital platforms. The resulting identity helped position Tonic Lab for expansion into grocery and wellness markets while creating a recognizable and flexible foundation for the brand moving forward.