Pinaroch


Over the years, whiskey as an investment has become a very popular commodity. With significant market growth, and potential earnings that are much higher than other investments, investing in whiskey has become a well-earning trend. Born out of sheer passion and love for whiskey, two brothers from South Africa saw this trend as an opportunity to make whiskey investment accessible to whiskey connoisseurs and enthusiasts across South Africa. In 2024, the Pienaar brothers decided to launch South Africa’s first and only whiskey auction website, called Pinaroch. Their goal? To offer a safe and unique online experience, where whiskey lovers and investors can buy, sell and discover a variety of premium, rare and limited-edition whiskies that are carefully sourced from around the world.   

Challenge

 

There are a variety of different online whiskey auction houses, across the world, that are similar in their approach to their brand and offered experience. With this in mind, Pinaroch wanted to stand out in the market. They wanted to do this by challenging market conventions, preconceived ideas and stigmas around whiskey traditions and drinkers. Their goal is to attract a newer, younger target market. While still remaining accessible and relatable to the traditionalist.



Solution


  • Develop a brand identity that captures the essence of the company and what they want to stand for in the future.
  • Create the right perception one that will resonate with the company’s target audiences.
  • The brands design and communication must be distinctive and niche to help them stand out from competitors. 
  • The brand must have a modern yet established look and feel.
  • The brand image must be agile enough to include other spirits in the future.

Roles


  • Brand Strategy
  • Brand Development
  • Graphic Design
  • Animation
  • UI Design/Website
  • Packaging Design


Tools


  • Adobe After Effects
  • Adobe Illustrator
  • Adobe Photoshop
  • Adobe XD

Logo Development


One of the brand requirements is to create a timeless logo that is universal enough to represent and include other rare and limited-edition spirits, in the future.


Based on the brief and the research I conducted; I decided to make, cellar doors, the symbol for the Pinorach logo/brand. The cellar doors symbolise exclusivity, luxury, opportunity, exploration and discovery. Themes that can resonate with any target audience in the exclusive and premium spirit market.


To create a modern and established look and feel for the brand, I designed the logo in an elegant and timeless style with a slight nod to tradition. The  logo is designed to retain brand equity and personality, while in conjunction with any spirit category or product brand.

Colour Palette


For the Pinaroch brand colours, I wanted to break away from the traditional colours that are normally associated with the whiskey industry. However, I still wanted strike the right balance between new/different and familiar/established.


I did my research and took my inspiration from the whiskey distillation process.


For the primary brand colours, I was inspired by the greenish-blue substance caused by oxidation on the copper pipes. This lively, vibrant colour gives the brand a modern, established and mature look and feel.  


The secondary colour palette was inspired by the rich warm colours of the copper pots and well distilled whiskey. Autumn colours that will give the brand a seasoned look and feel.

Colour Palette


For the Pinaroch brand colours, I wanted to break away from the traditional colours that are normally associated with the whiskey industry. However, I still wanted strike the right balance between new/different and familiar/established.


I did my research and took my inspiration from the whiskey distillation process.


For the primary brand colours, I was inspired by the greenish-blue substance caused by oxidation on the copper pipes. This lively, vibrant colour gives the brand a modern, established and mature look and feel.  


The secondary colour palette was inspired by the rich warm colours of the copper pots and well distilled whiskey. Autumn colours that will give the brand a seasoned look and feel.

Packaging


To expand the Pinaroch brand experience beyond the website, we decided to create an elegant Pinaroch shipping box that will further elevate the brand experience during the unboxing phase of a purchased item.   


In addition, each Pinaroch box will come with an envelope that contains all the documentation/certificates of the purchased item as well as a hand written letter from Pinaroch to personally thank and congratulate the buyer on their purchase.

Packaging


To expand the Pinaroch brand experience beyond the website, we decided to create an elegant Pinaroch shipping box that will further elevate the brand experience during the unboxing phase of a purchased item.   


In addition, each Pinaroch box will come with an envelope that contains all the documentation/certificates of the purchased item as well as a hand written letter from Pinaroch to personally thank and congratulate the buyer on their purchase.