With the vodka category continuing to launch “better for you” options for health conscious consumers, Pinnacle introduced Light & Ripe, a line created for cocktail lovers to enjoy without compromise. Launching with two flavor offerings, Pinnacle Light & Ripe delivers fewer calories & zero sugar, a refreshingly light & flavorful taste, and the consistently great quality & value expected from the Pinnacle brand. It highlights the importance of taking time to unwind with a drink that doesn’t make one settle on flavor or quality.
Co-leading the development, we created a brand world that includes positioning, naming, POS and packaging featuring macro, organic flavor photography on a clear surface to emphasize the purity of the product. The technique allows light to show through the imagery evoking intrigue to explore the innovative flavor combinations.
