Client /
HiringBranch
BAXUS is a web3-powered peer-to-peer marketplace for fine and rare spirits, backed by Multicoin Capital and featured in Forbes and Fortune.
We helped BAXUS design a unique mobile app and a web-based marketplace, as well as built a cohesive visual identity that solidified the company's voice, drove higher app engagement, and grew their community of buyers and sellers on the marketplace.
Industry /
Services /
THE CHALLENGE /
The company operates across two products: a mobile app that lets users track their collection's value over time, and an online marketplace, where collectors buy, sell, and trade premium whiskey and wine — using blockchain technology to give each bottle verifiable proof of ownership and authentication. This effectively turns a bottle of Glenfiddich into a traceable, trackable financial asset.
Despite a genuinely groundbreaking concept, BAXUS struggled with a visual identity that didn't match its ambition. The brand looked plain and generic — indistinguishable from other commodity spirits sites and unconvincing to either of its two core audiences. Traditional whiskey collectors expected prestige and heritage; crypto-native enthusiasts expected precision and modernity. The platform also didn't communicate its core value proposition: that your bottles weren't just drinks, they were collectibles with real, trackable market value.
THE SOLUTION /
We helped BAXUS build a new visual brand and design language that bridged both worlds — mixing warm amber tones, editorial serif typography, and heritage-inspired sensibility with clean, structured UI architecture and the confidence of a financial product. The brand's visual language was sharpened to feel knowledgable without being stuffy, and modern without feeling detached from the craft and heritage of fine spirits. This visual language system was built to stretch consistently across the app, marketplace, marketing, and social.
On the product side, the tracking app was redesigned to surface collection value, appreciation, and market data in a way that felt closer to a portfolio dashboard than just a transactional eCommerce store. The marketplace experience was overhauled to lead with provenance, authentication status, and price history — giving buyers the confidence to transact on high-value bottles. The result was a cohesive identity and product experience that solidified BAXUS's brand, grew their community of collectors, drove stronger engagement in the app, and supported higher sales on the marketplace.
