Beat is a nicotine pouches brand, built around the line "a beat that plays." The direction leans confident and playful, inviting people to take it easy and treat life like a playground where fun is guaranteed.

The logo takes the name literally. The "B" bends into a resonant note, the stretch of a ringing sound, bold and playful enough to draw the eye and pull people into the fun rather than just sit there. Instantly recognizable, and confident without tipping into boring.

Scope included logo, brand identity, can packaging, and other brand touchpoints.