BevMo! Palate Personality Campaign

The client was developing a new app designed to identify consumers’ signature taste profiles and use those insights to deliver more personalized product recommendations and targeted marketing. To support the launch, they needed a distinctive visual identity system that could transform each profile category into a memorable, engaging personality.

Our team began by researching consumer segmentation, retail marketing trends and personality-based campaigns. We then presented multiple creative directions exploring different logo styles, character treatments, typography and color systems. The selected concept best matched the client’s expectations by combining bold personality, approachable humor and a flexible visual structure that could grow alongside the app.

Each consumer category was assigned its own illustrated badge, character, name and recognizable color palette. Profiles such as The Adventurist, The Traditionalist and The Inspired were designed to feel unique while still belonging to one cohesive family. This system allowed consumers to quickly identify with a personality while giving the client a clear framework for organizing targeted messaging.

The final campaign was extended across a wide range of branded applications, including print advertisements, promotional posters, magazine placements, transit advertising, bottle-neck graphics, shelf hangtags, employee buttons, apparel and in-store materials. QR codes and app-focused calls to action were incorporated throughout the campaign to connect physical retail experiences with the digital platform.

The result was a bold, scalable identity system that turned consumer data into an entertaining brand experience—helping the client introduce the app, increase engagement and create stronger connections between individual customer preferences and product recommendations.