OlssønBarbieri Elevates Shake-it Mixer with Historically Inspired, Tactile Packaging Design

Copenhagen, Denmark – October 12, 2026 – In a significant move set to redefine the home mixology landscape, the Danish drinks conglomerate Hans Just Group has unveiled a sophisticated new packaging design for its Shake-it Mixer range, meticulously crafted by the award-winning design agency OlssønBarbieri. This strategic redesign, which pairs custom fluted glass bottles with labels echoing 19th-century medicinal aesthetics, aims to transform the perception of cocktail cordials from utilitarian plastic jugs into premium, indispensable elements of an authentic home bar ritual.

A Strategic Reimagining for the Home Mixologist

The initiative by Hans Just Group addresses a prevalent challenge within the burgeoning home mixology segment: the reliance on often artificial-tasting cordials presented in uninspiring, mass-produced plastic containers. With the craft cocktail movement continuing its robust expansion, consumers are increasingly seeking elevated experiences, even in their personal entertaining spaces. Shake-it Mixer, a long-standing brand in the cordial market, recognized this shift and sought to reposition itself at the forefront of quality, heritage, and aesthetic appeal.

"Our vision was clear: to revive the cultural significance of cordials and mixers within the home bar, moving beyond mere functionality to embody craftsmanship and tradition," stated a spokesperson for Hans Just Group, underscoring the company’s commitment to enhancing consumer experience. "OlssønBarbieri’s profound understanding of design history and their ability to translate it into a contemporary, tactile product has been instrumental in realizing this ambition."

OlssønBarbieri, renowned for its distinctive approach to brand identity and packaging, particularly within the luxury beverage sector, embarked on a comprehensive journey that delved deep into the historical roots of drink culture. Their research unearthed connections extending back to the Renaissance, when Italian apothecaries were pioneers in steeping herbs and botanicals to create medicinal tonics – precursors to many classic cocktail components. This historical thread was further enriched by studying seminal works like Jerry Thomas’s 1862 "Bar-Tender’s Guide," considered one of the first comprehensive bartending manuals, which laid the groundwork for modern cocktail mixing. The resulting design is not merely a visual upgrade but a narrative journey, honoring this rich legacy of artisanal preparation.

Chronology of a Design Evolution: From Concept to Craft

The project unfolded in several distinct phases, reflecting OlssønBarbieri’s rigorous design methodology:

1. Historical Deep Dive (Early 2025): The initial phase involved extensive research into the origins of cordials, tonics, and cocktail mixers. This included studying historical texts, archival imagery of apothecaries, and early beverage packaging. The objective was to identify core aesthetic principles and narratives that could inform a modern yet timeless design. The team specifically focused on the functional elegance of antique medicinal bottles and the illustrative styles of botanical guides.

2. Conceptualization and Ideation (Mid-2025): Based on historical insights, OlssønBarbieri developed several conceptual directions. A key breakthrough was the decision to blend the utilitarian grace of pharmaceutical containers with the convivial spirit of cocktail culture. Early sketches explored various bottle shapes and label layouts, prioritizing both ergonomic functionality for bartenders (professional and amateur) and visual appeal. The idea of the "twelve liths" from a sliced lime serving as inspiration for the bottle fluting emerged during this stage, symbolizing the natural essence of the mixers.

3. Material Sourcing and Prototyping (Late 2025 – Early 2026): This phase involved close collaboration with glass manufacturers to develop the custom fluted bottle. Challenges included ensuring the precise number and depth of the flutes for both aesthetic appeal and grip, while maintaining clarity and structural integrity. Concurrently, various paper stocks, cap materials (aluminum), and stopper options (cork) were tested to achieve the desired tactile and visual quality. Illustrator Irene Laschi and Tomas Lindell were commissioned to create the bespoke botanical line art, ensuring it harmonized with the chosen aesthetic.

4. Refinement and Production Preparation (Mid-2026): The final design elements were meticulously refined. Typography was selected to balance historical authenticity with modern legibility. The blind-embossing technique for the label was perfected to provide a subtle, premium touch without visual clutter. Packaging for transport, including the distinctive white boxes with trademark stamps, was designed to extend the brand experience beyond the individual bottle. This stage also involved rigorous quality control to ensure consistency across the entire product line before mass production commenced.

Tactile Heritage: The Fluted Glass and Apothecary Aesthetic

At the heart of the new Shake-it Mixer design lies a custom-sculpted clear glass bottle, a departure from the generic containers often found in this category. Its form strikes a delicate balance between the stately poise of a carafe and the functional speed required behind a bar counter. The transparent glass not only showcases the vibrant hues of the cordial within but also signals a commitment to quality and natural ingredients, allowing the product to speak for itself visually.

A defining feature of the bottle is its twelve vertical flutes. This design choice is not merely ornamental; it is deeply symbolic and functionally superior. The flutes are a direct reference to the twelve inner segments, or liths, found when a fresh lime is sliced – a foundational ingredient in countless cocktails. These grooves converge elegantly at the bottle’s base, reminiscent of a citrus juicer, reinforcing the theme of fresh, natural ingredients. Beyond its symbolic resonance, the fluted surface serves a practical purpose: it brilliantly catches and refracts bar lighting, creating an inviting sparkle, and more importantly, provides bartenders with a firm, non-slip grip, enhancing precision and confidence during pouring. This ergonomic consideration reflects a deep understanding of the user experience, whether in a bustling professional bar or a casual home setting.

The label system further reinforces the design’s commitment to heritage and craftsmanship. Drawing inspiration from classic apothecary goods and 19th-century medicinal packaging, the labels feature a bold display sans-serif typeface that gracefully curves across an arch, anchoring the brand name "Shake-it." Below this prominent wordmark, a meticulously clean grid provides essential information, including cordial numbers and concise taste notes, ensuring clarity and ease of selection.

Adding a bespoke artistic touch are the hand-drawn botanical sketches by illustrators Irene Laschi and Tomas Lindell. Each illustration is unique to its mixer, depicting the fresh Persian limes, ripe berries, or tart fruits that define the cordial’s flavor profile. These intricate line arts evoke a sense of natural purity and artisanal care, distinguishing Shake-it from competitors that often rely on generic, mass-produced imagery. A subtle yet sophisticated detail is the blind-embossed band that wraps around the bottom edge of each label. This tactile paper relief effectively separates key textual information from the detailed artwork, adding depth and refinement without resorting to heavy ink lines that could detract from the vintage aesthetic. On the reverse side of the labels, clear, concise diagrams offer cocktail drink ideas, subtly inspired by traditional Italian aperitifs, inviting consumers to explore and experiment.

Materiality, Sustainability, and the Sensory Experience

OlssønBarbieri’s material choices for Shake-it Mixer underscore a holistic approach to design, prioritizing tactile quality and environmental consciousness. The custom fluted glass bottles are inherently sustainable, being infinitely recyclable, a crucial consideration for modern consumers. The uncoated paper labels, with their warm, natural texture, provide a pleasing contrast against the crisp, modern feel of the aluminum caps and the organic density of the cork stoppers. This combination of materials creates a multi-sensory experience that communicates quality and attention to detail before the bottle is even opened.

Even the transport packaging has been elevated. White corrugated boxes feature bold, stylized trademark stamps of classic bar tools – shakers and strainers. This not only protects the product during transit but also extends the brand experience, ensuring that every interaction, from unboxing to pouring, contributes to the perception of a premium, authentic product.

"We aimed to create a packaging experience that transcended the functional, transforming the simple act of home mixing into an authentic bar ritual," commented a lead designer from OlssønBarbieri. "Every element, from the ergonomic grip of the fluted glass to the tactile sensation of the uncoated paper and the historical resonance of the labels, works in concert to elevate Shake-it Mixer from a mere ingredient to a cherished component of the home bar."

Broader Market Impact and Implications

The redesign of Shake-it Mixer by OlssønBarbieri represents more than just an aesthetic overhaul; it signifies a strategic response to evolving consumer preferences and a broader trend within the beverage industry.

1. Premiumization of Home Bars: This packaging directly caters to the growing segment of consumers who are investing in their home bar setups and seeking high-quality, aesthetically pleasing ingredients. By elevating the visual and tactile experience of cordials, Shake-it Mixer encourages consumers to view these products as essential, premium components rather than afterthoughts. This aligns with the overall trend of "cocooning" and increased home entertaining, where consumers are willing to spend more on quality experiences within their own homes.

2. Embracing Craft and Heritage: The design’s deep roots in cocktail history and apothecary traditions taps into a powerful consumer desire for authenticity, storytelling, and craftsmanship. In an age of mass production, products that visibly embody a rich heritage and meticulous design process resonate strongly with discerning buyers. This approach can foster greater brand loyalty and command a higher perceived value.

3. Differentiation in a Crowded Market: The cordial and mixer market is highly competitive. By adopting such a distinctive and sophisticated design, Shake-it Mixer creates a powerful visual differentiator, making it instantly recognizable and memorable on retail shelves and in home bar displays. This unique identity helps the brand stand out against both generic and more established competitors.

4. Influence on Industry Standards: Successful redesigns like this often set new benchmarks for packaging within their category. Other brands may be prompted to re-evaluate their own packaging strategies, potentially leading to a broader industry shift towards more thoughtful, design-led approaches for everyday beverage components.

5. Sustainability as a Design Element: While not explicitly a "green" campaign, the choice of glass and cork subtly communicates a commitment to more traditional, often more sustainable, materials. In a market increasingly aware of environmental impact, such choices, even if secondary to aesthetics, contribute positively to brand perception.

The collaboration between Hans Just Group and OlssønBarbieri for Shake-it Mixer is a testament to the power of thoughtful design in transforming a product category. By weaving together historical narrative, tactile materiality, and sophisticated aesthetics, they have not only revitalized a brand but also enriched the very ritual of cocktail creation for the modern home mixologist. This strategic move positions Shake-it Mixer not just as an ingredient, but as an experience, poised to captivate discerning consumers and influence future trends in beverage packaging.