Drinkworks

The Mexican broadcast television market was long dominated by two giants: Televisa and Azteca. In 2016, a third media brand joined them: Imagen. Imagen unites several major online, print, radio, and television brands under a single banner,with programming in news, entertainment, sports, and lifestyle.

Highlighting the company’s central theme of inclusion and diversity, the symbol brings together two fundamentally different geometric shapes to create a letterform.

A joint-venture between Anheuser-Busch InBev and Keurig Dr Pepper, Drinkworks is a beverage innovation company whose initial offering, the Drinkworks Home Bar by Keurig®, is a first-of-its-kind drinkmaker designed to prepare cocktails, wine, brews and more by using proprietary Drinkworks Pods. The Keurig coffee brewing system has gained wide adoption,with users in over 20 million homes and offices throughout North America. AB InBev is one of the largest consumer goods companies in the world, with over $50 billion in annual revenue.

As the new Drinkworks system was preparing to go to market, Chermayeff& Geismar & Haviv was brought in to optimize a logo that would work in the various small sizes needed for the system’s applications (including on the machines, on the pods, on an app icon) and also in the various corporate lockups for the complex venture. The new symbol—seven circles uniting in a round—invokes the company’s core message of bringing people together.

Source: https://www.cghnyc.com/work/project/drinkworks