Axia Spirit
Project Overview
Axia is an extra-dry Mediterranean spirit like no other - distilled from the aromatic resin of the Mastiha tree, found on the rugged hillsides of Chios, Greece. As a new category in the spirits space, Axia faced the dual challenge of building brand awareness and educating consumers.
My role focused on evolving Axia’s digital identity across web, email, and social media, ensuring visual and experiential consistency while elevating the brand’s premium position. Strengthening Axia’s digital presence contributed to measurable growth in brand awareness and customer engagement, while supporting the brand’s international expansion with a premium online experience. From web to email to social, the brand now has a cohesive and flexible digital toolkit built for scale.
Website Design & UI
I led the redesign of the Axia website, with an emphasis on clean UI, seamless user journeys, and rich storytelling through motion and layout.
Designed the site map, wireframes, and responsive UI components.
Developed a mobile-first experience optimised for global audiences.
Integrated dynamic brand assets such as video, motion, and layered visuals to reflect the spirit’s bold character.
Created clear pathways for both consumer purchase and trade engagement, balancing education with conversion.
To further strengthen Axia’s digital reach, I developed branded content for social media - including motion graphics, video editing, and visual templates for key channels like Instagram and TikTok.
These assets were tailored to emerging content trends, helping the brand connect with younger audiences through native formats and elevated storytelling.
“Elena’s design work has a beautiful balance of form and content. She is able to connect with audiences and develop impactful design compositions that make people feel something.”
- Stacey Pitsillides, PhD, Assistant Professor at Northumbria University