Dickie’s Ginger, designed by Pendo, throws a giant retro daisy on the can, a chunky flower mark with a sly little smiling face hiding in its petals that channels the 1970s.

The color play leans into soft pistachio, lavender, blush, and cream backgrounds, letting saturated, flavor-coded blooms and lettering pop: Lime and Mint go teal, Raspberry goes hot magenta, and Strawberry runs warm coral. The towering condensed logo is loud and a little scrappy in the best way, while tiny oval flavor badges and monospaced details keep everything organized. This is exactly the counter programming the ginger beer market needed.

Peter Ladd, creative director and co-founder of Pendo, dives into the strategy behind the design below.