The challenge for this project was to create a brand identity for a Cleanse Bar with a yoga front studio, the direction was a laboratory theme. The branding consists of the logo development with a tagline and concept statement, brand packaging, menu design, stationery system and other design elements and illustrations. The starting point of the design process was to create to style guides with different directions that were presented to the client. Further research was done in order to make the project more conceptual and unique. Illustrations were made of the characters who were the mad scientists of the Elixir Lab, they were also named conceptually that made them unique and quirky. These illustrations were used throughout the packages for the Elixir Lab.