Pinnacle Drinks
Case Studies
Loud & Proud
We worked together to develop a range of drinks sold during the Sydney Mardis Gras.
Intro
Pinnacle Drinks are a distributor of leading brands across the beer, wine, spirits and cider categories. They also partner with Pride Foundation Australia to drive awareness and raise funds for LGBTQIA+ initiatives.
Contribution
Strategy & Planning
Research & Development
Brand Creation
Brand Identity
Copywriting
Art Direction
Design
Finished Art
Point of Sale
Production Output
This range of drinks needed to capture the essence of pride. Of coming out loud and proud. We collaborated with Pinnacle Drinks’ marketing and packaging teams to develop a series of vibrant, celebratory labels. The products ran across beer, RTD and wine, and were sold exclusively through Dan Murphy’s and BWS Stores. Both retailers supported the products through their communication channels.
The bright colours of the rainbow flag were featured across the new products. We worked closely with ABAC to ensure we could represent the essence of pride while following the Responsible Alcohol Marketing Code.
A custom halftone pattern was created to capture all the colours of the rainbow, whilst only being able to print in 4 colours.
Measuring Success
Over $350,000 was raised for The Pride Foundation Australia, far above the $225,000 originally projected.