Our mission with revamping the Lejay brand was to turn this regional fruit liqueur brand into an international cocktail ingredient.

We took a jay from an old engraving and redrew it in a natural setting, perched on a branch. The bird sits above the brand name, and the serifs of its 19th-century lettering evoke the claws of the bird's feet. The jay is also a playful reference to the brand (Lejay) and a symbol of the natural world.

It has replaced the cryptic symbol of the "legendary monk" who was originally depicted on the liqueur bottles. This little-known monk was in fact a reference to Abbot Bailly de Montaran who wrote The Admirable Properties of the Blackcurrant in 1712 and which may have inspired Auguste-Denis Lagoute to create his famous crème de cassis.

Our mission with revamping the Lejay brand was to turn this regional fruit liqueur brand into an international cocktail ingredient.

We took a jay from an old engraving and redrew it in a natural setting, perched on a branch. The bird sits above the brand name, and the serifs of its 19th-century lettering evoke the claws of the bird's feet. The jay is also a playful reference to the brand (Lejay) and a symbol of the natural world.