Michelle Epelstein designed Pekänt Brew Lab - a concept for a local brewery located within the heart of Savannah, Georgia. As its purpose is designed for experimentation, Pekänt Brew Lab has crafted a new way of thinking about breweries, thus empowering it to create the most creative brews in town. By challenging the conventional notion of breweries, customers are invited to experiment on their own by adding different flavors to their beers. Through constantly provoking their senses and pushing the limits of experimentation, the flavors enhance the customer’s experience allow for the personalization of their beer.

The identity of the brewery is represented by a word that inspires experimentation and creation. Piquant: Having a pleasantly sharp taste or appetizing flavor / pleasantly stimulating or exciting to the mind. Although the meaning of the word was perfect, the pronunciation was less straightforward, which is why the spelling transitioned to Pekänt - utilizing the diacritical marks to demonstrate the emphasis in the pronunciation. These marks became a key element in the brand identity as they translated into the semiology used for the P’s and the alternate mark for the logotype. Each individual symbol (P) has a unique mark that can be identified with a specific beer and a specific color, not only creating diversity within the brand but providing it with a well-rounded system of identification.