Founded by Marina and Gabriel, Pinaq is a passion project for this pioneering power couple. The inspiration for Pinaq popped into mind on a beach in St Barths when they were served a cocktail in a carved out pineapple. The experience was so iconic they immediately fell into envisioning an alcohol brand with out-of-the box pineapple packaging that captured the eye and imagination. Based in New York with Pinaq sweeping the States, Pinaq had some unique branding issues they needed assistance with in order to keep scaling.
Pinaq came hunting for Rivyl to resolve some key brand strategy and identity issues. Firstly their product was being consumed by such a broad demographic they were struggling to pinpoint and speak to their ideal audience, and this was affecting consistency in brand identity across website, socials and marketing with some elements of the identity design feeling more like a perfume brand than an alcohol beverage. They had long struggled with clients unable to pronounce their name. They also had some difficulty with the gloss on their bottle labels creating issues for reflection making the brand name unreadable and causing long hours of editing for the internal team. With a fast growing team they needed some guidelines and a professionally designed logo to set them up for long term success and easy in-house implementation.
The resulting Brand Strategy and Identity cohesively ties together all their digital and physical touch points so clients have a more consistent experience of the brand to build recognition and equity. Special attention has been paid to bringing the brand name and identity to equal weight with the attention grabbing pineapple bottle through a stronger logo and master brand colour, both to refocus the buying patterns away from gift giving into more of an everyday beverage, and also to build memorability of the brand name. Detailing out the nitty-gritty in their archetypes allowed us to tailor the brand voice and language to be magnetic to their ideal consumers, and gives the team critical marketing tools. A refreshed, dual layer satin ink label will help reduce reflection and a tagline specially designed to convey chilled vibes and help with phonetics were the cherries on the complete package.