Pennywise

The previous Pennywise label was highly successful when originally introduced, however as market trends and competitive brands caught up a new design was required to strengthen shelf impact and reestablish the brand as a category leader. Inspired by the classic beauty of San Francisco’s historical U.S. Mint it was essential our redesign visually communicated the brand’s message. We incorporated currency elements throughout the design, such as the border pattern, the penny graphic seal, copper foil on the capsule and label, and engraving style illustration to embody the properties of a U.S. Mint.