Case Study: Three Spirit achieves a distinctive plant-based brand identity with Pentagram

Three Spirit launches a 3-symbol brand identity with Pentagram

Three Spirit, a maker of plant-based drinks, approached Pentagram to create a new brand identity system. Their challenge was to position themselves as a desirable alternative to traditional alcohol-free drinks, moving beyond the conventional norms of 'alcohol' or 'no alcohol' to suggest a 'third way' of drinking that celebrates its unique ingredients.

Pentagram developed a comprehensive identity centered around a custom wordmark and a symbolic '3' logomark rooted in alchemy. The solution included a key brand asset of an equilateral triangle, a custom color palette, sophisticated imagery, and bespoke icons. This new branding by Pentagram successfully positioned Three Spirit as a true alternative, offering a timely choice for the growing 'sober curious' market and putting people in control of how they want to feel.

Three Spirit