GINGER ROOT COMES ALIVE IN DICKIE’S BOLD IDENTITY

Pendo has crafted a raw, festival-inspired identity for Vancouver’s Dickie’s Ginger by transforming sliced ginger roots into characters with eyes. The design rejects heritage cues in favour of unpolished energy, showcasing Pendo’s boundary-pushing approach and reinforcing its reputation as an award-winning agency that redefines brand possibilities.  

Pendo has carved out a striking new identity for Vancouver’s Dickie’s Ginger, turning the humble ginger root into a living character. By slicing real ginger and giving it eyes, the agency created Dickie, a knobbly protagonist whose family runs across the brand’s four varietals, each distinguished by subtle shifts in expression.  

The design deliberately rejects the polished heritage cues often seen in ginger beer branding. Instead, it channels festival energy, rawness and spontaneity. The unrefined aesthetic mirrors the product’s lively character, positioning Dickie’s Ginger as a vibrant alternative in a crowded category.  

Pendo’s approach reflects its reputation as an award-winning creative agency known for pushing boundaries. Since 2015, the studio has collaborated with retail brands, consumer packaged goods, technology firms, associations, non-profits and B2B organisations. Its process-driven engagement bridges strategic and conceptual thinking, consistently challenging what brands can be.  

For Dickie’s Ginger, that meant building an identity from the ingredient itself. The ginger root’s irregular shapes became the foundation of a playful visual system, with Dickie’s family of characters evolving across flavours. The result is a brand world that feels alive, unpolished and full of personality — a refreshing departure from tradition.