Nick and Jamie were in an exciting phase of growth when they approached us for a brand revamp. They were preparing to distribute their product nationwide and attract investors, but needed to solve the disconnect between their positive message and the hardcore energy customers perceived. We decided to rally the brand around the true north “Reach Your Peak”. We then focused on reworking the art direction and messaging to appeal to a wide array of adventurers who resonate with the brand’s active lifestyle and creative interests.

 

When you peel back the layers, West Peak is a family brand that created a new category of alcoholic beverages with the pure intention of providing a better product for their community. They believe in living each day to the fullest and crafted these products for those post-session sessions, where adventures are recapped and enjoyed. We began to bring this new identity to life by introducing a new logotype that paid homage to the original, in tandem with different logo lockups and badges. This entailed adding a more sophisticated and modern look to the brand, while including some of the original illustrations that capture the attitude of Santa Cruz. In tandem, we refined the typography and color palette to fit the evolved brand identity.

We crafted a voice that attracts the true ride-or-dies. It embodies a gritty, adventurous, and fun spirit, while remaining authentic, creative, positive, inviting, and inclusive. We wrote a mission—raise spirits—that plays on words to convey both the enthusiasm they have for everyday life and the essence of their product. We paired it with a vision that reflects the philosophy by which founders invite everyone to live their lives: as a constant call to adventure.

 

To carry the spirit of this brand throughout all communications, we created living lines that capture the perfect moments for enjoying these drinks: the post-session sessions and the tales you tell afterward. From all the trails that will be carved to the moments that will be crafted, we kept the brand story rooted in the company’s vibrant, active-lifestyle-driven hometown of Santa Cruz. Our values focus on giving 100 to everything we do, charting new territories, and inviting everyone to join our community.

Before we began design on the new touchpoints, we took a step back to look at both the brand and the products strategically. Through competitor and consumer research, we dug up information about which UVPs are most important to our audience. Across every brand interaction, we made sure these are front and center, because it’s likely we only have a brief moment of time to catch their attention. 

 

Next, we began redesigning the cans and boxes. In addition to displaying information that will resonate, our goal was to simplify the packaging, enhancing its look and feel to reflect the top quality of the product and its ingredients. To highlight our origin and personality, we incorporated the topographic lines of Santa Cruz and included our updated living lines. Next, we created new website pages, business cards, coasters, and rack cards (aka sell sheets) to set the team up for success in the new chapter of their business. This was all packaged into a comprehensive brand guide to give every current and future member of the West Peak team the blueprint they need to champion their new and improved brand.

The last piece of the puzzle was creating new content for the brand. Josh and Andrew did a strike mission up to Santa Cruz for two days. The first day was spent scouting locations, the second spent shooting. They got to work with West Peak team members and professional big wave surfers to capture the concept: where the mountains meet the sea. 

They ventured to the redwoods, hiking trails, and mountain biking paths. They shot skate and post-surf sessions. The day was topped off with a super fun backyard BBQ, where they joined the West Peak team and pro athletes over a bonfire, with meat on the grill, and guitars playing. Tons of laughs and West Peak drinks were shared. It was an incredible way to capture some more content and close out an epic trip.

Another important step to complete this rebrand was redesigning the website. A key area of opportunity was to integrate more of the brand’s community into the site, because it’s such a large part of what makes their brand unique. We executed this both with photography and authentic storytelling through various copy elements.

We also centralized their Shopify ecosystem to create a more efficient, user friendly shopping experience for users. Our designers and developers worked together to create a cohesive system with enhanced UI & UX to improve functionality throughout the website, further strengthening the brand’s bond with their community.