bringing polish & relevance to a dated brand
logo • STRATEGic insights • DESIGN • finalization • BRAND STANDARDS
Pinnacle is one of Beam Suntory’s largest brands, a vodka known for its 40+ playful flavors. It was seen as fun and tasty, but was failing to connect with its key demographic of "social suburbanites" through its cluttered and dated design. The redesign offers a playfully polished look, refreshing the brand's key elements in a modern way, and building new equities for a memorable, meaningful, and impactful brand.
Understanding the current brand
POSITIONING
concept exploration & evaluation
final DESIGN
Extending to all 47 flavors
brand standards
Brand extensions and applications
Client: Beam Suntory | Agency: Webb deVlam | Illustrations: Bernd Wagenfeld