Lexington Hill Cocktail Club: Premium Brand Execution & Technical Rollout

The Brief
Lexington Hill was developed from the ground up by the team at WhatCameNext_ for Carlton & United Breweries (CUB). Inspired by the history of mixology and the social legacy of the cocktail party, the brand required a sophisticated visual language that felt both historic and modern. I was tasked with the technical finished art and production-ready rollout of the entire brand suite, ensuring the "Cocktail Club" narrative was flawlessly executed.

The Challenge
As a premium, craft-aligned product, the technical execution for Lexington Hill demanded a high level of detail. I was responsible for building the technical artwork for the signature glass bottles, intricate labeling, and a wide range of marketing collateral. The challenge lay in maintaining the elegant, artisanal feel of the typography and brand elements while meeting the rigorous production standards of a national CUB launch.

Technical Focus & Deliverables:

• Bespoke Packaging Execution: Building technical master files for the Espresso Martini and cocktail range, focusing on label alignment and typography precision.

• Point of Sale & In-Venue Assets: Delivering production-ready files for tap badges and venue signage that mirrored the premium positioning of the brand.

• Marketing Collateral Rollout: Supporting the national campaign with technically sound marketing materials, ensuring consistent brand voice across all touchpoints.

• Technical Stewardship: Working closely with WhatCameNext_ to protect the brand’s unique "mixology" aesthetic throughout the physical rollout.