Pistonhead
Background:
Brief:
Solution:
Pistonhead is a beer brand which exists both nationally and internationally. The product portfolio consists of various brews with different looks. The brand was created inspired by American motor culture with a dedicated fan base. Nowadays, Pistonhead has expanded its target audience by positioning itself as a lively and relaxed rebel, of which the initial image/subculture is a part. A Pistonhead consumer enjoys the social aspect of beer but has no interest in the conscious beer culture. They are drawn to the brand's dark and rugged expression but are perceived as cheerful, secure, and extroverted individuals with a need to impress others.
Brief:
Clarify Pistonhead's broader positioning with a relevant design that appeals not only to motor enthusiasts. Take ownership of the black color and give the brand a more contemporary expression.
Solution:
Pistonhead took ownership of the black color. The brand's logo was brought out more prominently and became a clear complement to the skull. The variants were distinguished from each other with a clearer monochromatic expression that varied for each product. A character was created based on the symbol that allowed for a varied yet cohesive expression of the brand, both in packaging and in brand communication and activation.
Collab with Joakim Agild, Joagi
