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®, prepares cocktails, wine, brews and more by using proprietary Drinkworks Pods. As the new system was preparing to go to market, legendary identity design firm 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 as an app icon) as well as in the various corporate lockups. The new symbol — seven circles uniting in a round — invokes the company’s core message of bringing people together.
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