liquidium ltd. · brand book v2.0 · april 2026

house of liquids.

A laboratory disguised as a playground.
Putting Tel Aviv on the global cocktail map.

chapters10
formatliving document
ownerguy gralnik
updated27 apr 2026
mission

putting the tel aviv cocktail scene at the global forefront.

chapter 01

the story.

Three pillars. Seven values. One sentence we live by.

positioning
a laboratory
disguised as a
playground.
The role we play in Tel Aviv. Not a bar. A workshop with a stage.
internal mantra
house of
liquids.
Said inside the team. Worn quietly outside it.
tagline
liquidium · house of liquids · tel aviv
Three words. Three dots. Lowercase. Never changes.

we are / we are not

✓ we are
  • a laboratory
  • precise
  • quiet
  • minimalist
  • "those who know, know"
  • material-first
  • the product is the hero
✕ we are not
  • a bar
  • artisanal
  • loud
  • minimal
  • "let us educate you"
  • design-first
  • the brand is the hero

the seven values · how each lives in design

01
innovation
If it looks like a speakeasy, throw it out.
02
passion
The product is always larger than the brand.
03
sustainability
Raw materials visible. No plastic-look.
04
creativity
Episodic series. Never a fixed catalogue.
05
integrity
Real numbers. No "approximately".
06
humility
Logo embroidered small on the chest. Not the back.
07
mastery
Precise grids. 1px hairlines. Mono for every datum.
∞
the rule
If a decision can't trace back to one of these — it's noise. Edit.
color rule

in the physical world,
the color is the liquid
in the bottle.

chapter 03

color.

Two strata. Stratum I is physical. Stratum II is digital-only.

stratum i — physical

stratum ii — digital accent

composition rule · 60 / 30 / 10

60%
Bone · background
30%
Ink · text
10%
accent
chapter 04

typography.

Four typefaces. Each has one job. There is no fifth.

syne · regulardisplay · headlines
house of liquids.
biko · light · 300body default
precise.
quiet.
material.
biko · bold · 700labels · wordmark
precise.
quiet.
material.
dm mono · +5% trackingdata · meta
15° BX
200ML
₪92
almoni · regularhebrew body
קוקטיילים
חתומים
almoni · ultrabold · 800hebrew emphasis
קוקטיילים
חתומים
chapter 05

material.

Five surfaces. Every offline decision starts here.

01
clear flint glass
The bottle. Always clear. The liquid is the color.
02
brushed aluminum
Labels in silver foil, matte. Caps. Continuity object.
03
raw concrete
The physical space. In packaging → uncoated kraft.
04
stainless steel
Work surfaces. Tags, holders.
05
black canvas
Apparel. T-shirts, aprons, totes. With silver embroidery.
the rule
every physical object
shows its material.
No laminate over wood. No "imitation silver". No printed wood-grain. If concrete, the concrete shows. If aluminum, the aluminum shows.
banned materials
  • ✕ glossy laminate
  • ✕ pvc / vinyl
  • ✕ white-coated plastic-imitating stock
  • ✕ rainbow / iridescent foils
  • ✕ raised brand-name embossing
  • ✕ pink / gold / red tissue paper
  • ✕ neon pantone
3-second / 3-meter test

strip the logo and text.
3 seconds. 3 meters away.
someone who knows liquidium
knows it's liquidium.

chapter 06

image.

Two modes. Both liquidium. Don't mix them in one composition.

liquidium
signature cocktails. outlet.
NARRATIVE
calvados, pear, sorrel, thyme.
14° bx · 250ml
liquidium
signature cocktails. outlet.
CONFLICT
gin, vermouth, grapes, lavender, chili.
15° bx · 500ml
liquidium
signature cocktails.
MYTHOS
bourbon, sherry, ginger, lapsang agave.
15° bx · 100ml
mode 01 · still life
Bone background. Soft daylight. Single-source side light. Eye level. Sharp top to bottom. No garnish. No splash. Travertine block, single. The liquid is the color.
tel aviv · 09:42 iso 400 · 1/60s · f/2.8
mode 02 · documentary
The actual space. Ambient light, fluorescent welcome. Editorial composition, rule of thirds. People mid-action, no camera-look. Observational — as if through glass.
the ratio
mode 1 : mode 2 = 60 : 40
chapter 07

voice.

Three rules. Never broken.

01
lowercase by default.
"liquidium" always lowercase. Cocktail names UPPERCASE for contrast.
02
no exclamation. ever.
Our excitement is in precision, not volume.
03
specifics over adjectives.
Not "amazing cocktail". Yes "calvados, pear, sorrel, thyme. herbal prelude. 14° bx."

do / don't

✓ do
order.
✕ don't
Order Now! 🍸
✓ do
order received. invoice on its way.
✕ don't
Thank you so much!! Your order has been received 🎉
✓ do
mythos. bourbon, sherry, ginger, lapsang agave. friday.
✕ don't
🍸 New cocktail dropping Friday! 🚀 #cocktails
we say
  • craft
  • laboratory
  • precise
  • built
  • release · drop · batch
  • house
  • signature
we don't say
  • artisan
  • alchemy
  • perfect
  • designed
  • collection · line
  • brand
  • exclusive
chapter 08

digital.

Live components. Copy from this section into any new screen.

buttons
primary · secondary · ghost
tokens · sample
--bone:    #EEEBE8
--ink:     #0F0D0B
--plum:    #9B4D3D
--s-4:     16px
--radius:  0
--grain:   4% opacity
spacing · the 4-scale
4
8
12
16
24
32
48
64
no off-scale values. ever.

business card · live

liquidium
house of liquids · tel aviv
Guy Gralnik
Founder
+972·54·505·6373
guy@liquidium.com
liquidium.com
chapter 09

packaging.

Visual cards. Spec sheets ready to copy-paste into supplier RFQs.

liquidium
signature cocktails.
CONFLICT
15° bx · 500ml
9.1 · bottle + label
Clear flint glass. BOPP silver foil label. K-100 print. Aluminum cap, brushed matte.
9.2 · mailer
Corrugated kraft, B-flute, uncoated. Mark A on top panel. Kraft tape (gummed) only.
9.3 · shop bag
Cotton tote raw natural / kraft 120gsm. Mark B centered, 60mm. No Mark A on bags.
9.4 · staff tee
Black 220gsm cotton. Mark A embroidered, left chest, 25mm, silver thread. Back stays empty. Forever.
batch 04
9.5 · hang tag
350gsm uncoated cotton card, black or natural. Hot-foil Mark A. Linen cord 1mm raw.
liquidium
tel aviv
Guy Gralnik
Founder
+972·54·5056373
guy@liquidium.com
9.6 · business card
600gsm uncoated cotton, bone. K-100 letterpress. Edge-paint black optional.
supplier qualification · 8 questions
  1. uncoated, unbleached kraft in stock? send swatch.
  2. matte silver hot-foil stamping? send sample.
  3. moq per item — acceptable: ≤ 250 units.
  4. lead time from approval to delivery?
  5. quality checks before full production?
  6. portfolio in spirits / cosmetics / boutique food?
  7. shipping packaging — kraft tape (gummed) or only clear?
  8. fsc-certified stock available?
a supplier who can't answer yes on 6 of 8 — not the supplier. move on.
chapter 10

100-day playbook.

12 actions. Ordered by impact × effort. Each has a clear "done when".

phase 01 · week 1-2
foundations.
01
Upload Biko fonts to live site.
Site shows wordmark in Helvetica today. Reason it feels "almost right".
time15mincost₪0donewordmark renders correctly site-wide
●○○○○
02
Audit copy on 3 main pages.
Without enforcing voice on what exists, the book stays theoretical.
time2-3hcost₪0doneno exclamations, no emojis, every cta is a verb
●●○○○
03
New email signature.
More emails sent than posts published. Daily encounter.
time20mincost₪0donemark a small + mono for every datum
●○○○○
phase 02 · week 3-6
quick wins.
04
Order thank-you cards.
Highest ROI in the book. 200 cards = 200 "wow" moments.
time30mincost₪150-250donecompliments slip in every shipped order
●●○○○
05
Order business cards.
Your label supplier knows how to do this. One shipment.
time45mincost₪200-400donecopy you're proud to hand at a b2b meeting
●●○○○
06
Update Morning invoice template.
Every digital customer gets one. Untouched contact point.
time20mincost₪0donemark a in header, no colors, clean
●○○○○
07
Instagram cleanup — last 10 posts.
The storefront. Front section must look like liquidium.
time2-3hcost₪0doneno #, no emoji, captions per chapter 7
●●○○○
phase 03 · week 7-12
production.
08
Photography day — Mode 1.
New product photos in the right language. Without them, new copy crashes.
time1dcost₪1.5-3kdone12 product images per chapter 6 spec
●●●○○
09
Photography day — Mode 2.
Place / process. The story wrapping the product.
time0.5dcost₪1-2kdone8-12 documentary images: hands, space, tools, portraits
●●●○○
10
Order shipping mailers.
First moment customer meets liquidium offline.
time1wcost₪3-6kdone3 suppliers asked, 1 chosen, drop-test passed
●●●●○
11
Order shop bags.
Store customer has no mailer. Bag is their mailer.
time1wcost₪2-4kdonekraft (daily) + cotton tote (gift) both in store
●●●○○
12
Brand book live at /brand.
Every designer / supplier opens the link, knows what to do.
time4-6hcost₪0doneshop.liquidium.com/brand live, with downloads + swatches
●●●●○
phase 04 · ongoing
discipline.
13
Brand audit ritual — 1h per quarter.
Brands erode 3% every untouched month. 4h/yr = the only defense.
time60min · quarterlycost₪0donescoresheet across 7 values; fix-actions queued
●●○○○
aggregate · 100 days
~₪8,000
100 days. ~₪8K. From "exists in CSS" to "lives in every physical and digital touchpoint."