Making a beer iconic again, by removing the clutter and relying on its history
To combat their current visual clutter and to refer to the heritage of their product, Palm was looking to rebrand itself.
Browsing their archives of older communications for inspiration, we came up with a simple, low-clutter design with clear retrospect references.
If you compare the previous can to the new one, it is immediately clear that by simplifying all brand elements, the can doesn't only 'read' easier, but becomes more iconic too.
These preliminary drafts were created with Palm's heritage and old communication in mind. For Palm, this was exactly what they were looking for, making them the base for the final visual identity.