Mistikah is a secondary brand of Opificio 77, a Tuscany liquor factory that makes cocktails ready to drink. This new line of five liquors is made especially for mixing, and its target is mostly women from 25 to 48 years old. As their recipes are secret and come all the way back to the 18th century, the whole branding is based on a mystical concept that explores the elegant images of the Tarot, offering a different card for each one of the bottles.

 

The five tarot cards are L'Esploratrice (The Explorer), L'Appassionata (The Passionate), L'Audace (The Audacious), L'Incerta (The Incertain), and L'Intuitiva (The Intuitive). They are all feminine cards in order to talk directly to women, which are the main target. Each one foresees the personality of the person who chooses that liquor. In addition, being these liquors made for being mixed, the card "prescribes" an Elisir for that personality: a cocktail recipe using that spirit.

 

To make this experience modern and fresh, each bottle has a QR code on the left side of the tarot illustration inviting the customer to find out what that card has to say about them. The QR code leads to a digital tarot adventure.

 

The idea behind the branding is to create a fresh, elegant, and memorable experience for their customers. The magic spirits of Mistikah create a conversation with the audience, creating loyalty and resulting in each bottle being way more than just liquor – but a special moment ready to be revealed.