J2 is a premium Lebanese vodka brand named after the genetic marker associated with Phoenician descendants. The brand identity draws inspiration from this rich heritage, aiming to resonate with a modern audience while honoring ancient roots.
The visual identity incorporates the phoenix, symbolizing rebirth and continuity, reflecting both the Phoenician legacy and Beirut’s enduring spirit. The packaging creates a modern look with references to Phoenician iconography, reinforcing the brand’s connection to its historical narrative.
Rooted in cultural pride, the identity J2 echoes Beirut’s resilience and vitality. The tagline “Love life. Live J2.” captures the brand’s essence connected to the spirit of a city that never stops rising or celebrating. J2 strikes a balance between historical depth and modern relevance.
The brochure was designed as a tactile extension of the brand. It communicates J2’s attitude: unapologetically modern with a strong sense of place.