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.