A nasty name. A tasty drink. The whole brand lives in that gap — and so does everyone who orders one just to say it out loud.
DANGEROUSLY TASTY · 危险地好喝 · SIP HAPPENS · GOOD DRINKS, BAD ATTITUDE · DANGEROUSLY TASTY · 危险地好喝 · SIP HAPPENS · GOOD DRINKS, BAD ATTITUDE · DANGEROUSLY TASTY · 危险地好喝 · SIP HAPPENS · GOOD DRINKS, BAD ATTITUDE ·
01 — Brand Idea 品牌理念
Stop apologising for the name.
Most pineapple-drink brands sell warmth and hugs. NAS.TY's edge is its name — a wink hiding in plain sight. The identity turns that tension into the whole personality: bright, sunny ingredients delivered with a smirk.
The setup 🍍
Real pineapple, real sunshine, honest tropical drinks. The product is genuinely sweet — that part never gets compromised.
The punchline 😏
The attitude is mischievous. The pineapple smirks. The copy talks back. Customers photograph the cup because the brand has the nerve to be called NAS.TY.
NAS.TY=NASTY→TASTY
02 — Logo System 标志系统
One pineapple, four jobs.
A primary mascot mark for storefronts and packaging, a wordmark for everything horizontal, a monogram for avatars and cup seals, and a badge for merch. All four share the same crosshatch DNA so the system stays recognisable at any size.
Logo A · Primary 主标志 · 坏笑凤梨
The Smirk
A pineapple that knows something you don't. One raised brow, one winking eye, an off-centre grin — friendly enough for a kid's cup, cheeky enough to earn the name.
Storefront · packaging · hero placements
Logo B · Monogram 单标 · 眨眼章
The Wink Seal
The face alone, crown breaking out of the ring. The coral "beauty mark" is the dot from NAS.TY, migrated onto the cheek. Reads at 16px.
App icon · cup seal sticker · social avatar
Logo C · Badge 徽章 · 海盗凤梨
The Jolly Pineapple
A pirate flag, defanged: crossed straws instead of bones, pineapple instead of skull. "Dangerously tasty" becomes the rally cry on merch and loyalty cards.
Merch · tote bags · loyalty stamps · stickers
Logo D · Wordmark 字标 · 切片句点
The Slice Dot
The dot is the brand's pivot point — it's what turns "nasty" into NAS.TY — so it gets the spotlight: a pineapple slice with a single leaf flick. Chunky Baloo letterforms keep it juicy, never corporate. In motion, the dot spins on hover and "drops" into place on load.
The original palette whispered. This one orders at full volume: a hotter pineapple yellow, true ink instead of warm gray, and one coral punch reserved for the dot, the strike-through, and calls to action.
Pineapple Punch 凤梨黄#FFC81F · backgrounds, fills
Ink 墨黑#191613 · type, outlines
Pulp Cream 果浆米白#FFF6E0 · breathing room
Coral Bite 珊瑚红#FF5A4E · the dot, CTAs only
The 60/25/10/5 rule: yellow dominates so the shop glows from across the street; ink does the talking; cream gives the eye a rest; coral appears exactly once per composition — like a beauty mark. If coral shows up twice, remove one.
04 — Typography 字体
Round where it counts, sharp where it speaks.
Two voices: Baloo 2 is the juice — round, bouncy, used only for the logo and hero numbers. Bricolage Grotesque is the smirk — it handles headlines and shouty labels. Instrument Sans quietly does everything else.
Logo / Display — Baloo 2 ExtraBold标志字体
Juicy days, bright ways.
Headline — Bricolage Grotesque 800标题字体
Order something NAS.TY today — your good mood will thank you.
Body — Instrument Sans 400/600正文字体
Cold-pressed pineapple, zero apologies. Every drink is built fresh, shaken loud, and named like it might get us in trouble. For Chinese-language materials, pair with Noto Sans SC Medium — keep letterspacing wide (0.2em+) on labels so 中文 breathes the same way the Latin does.
05 — Voice 语气
Sounds sweet. Bites back.
Copy is half the logo. Every line should be screenshot-able: short, confident, with the wink built in. Never mean, never crude — mischief, not malice.
Sip happens.
Napkins · apology for queues
Good drinks. Bad attitude.
Storefront window
Dangerously tasty.
Cup sleeve · badge banner
甜，带点坏。
Chinese-market hero line
Warning: may cause smiling.
Lid sticker
Be NAS.TY to yourself.
Loyalty card · self-care twist
Do: puns, mock-warnings, self-aware confidence, the strike-through trick (~~nasty~~ tasty).
Don't: actual rudeness, innuendo, anything you couldn't print on a kid's juice cup.
06 — In the Wild 应用示意
Where the smirk shows up.
Three rules govern every application: the face goes big, the coral dot appears once, and at least one line of copy earns a photo.
NAS.TY
SIP HAPPENS
Cup杯身
NAS.TY
sweet, with a bite ♥
Signage招牌
DANGEROUSLY TASTY
Cup sleeve / sticker杯套
07 — Guardrails 使用规范
Keep the bite, lose the bruise.
Do 可以
Let yellow flood the background — the brand should glow from across the street.
Use the smirk face large and alone; it carries the brand without the wordmark.
Reserve coral for exactly one element per layout (the dot, a CTA, or the beauty mark).
Keep 9px-equivalent thick outlines — the chunky stroke IS the style.
Pair every visual with one screenshot-able line of copy.
Don't 避免
Don't soften back to warm gray or pastel cream-on-cream — that's everyone else.
Don't add gradients, drop shadows, or 3D bevels to any logo.
Don't use hearts or hugging figures — the smirk replaced them on purpose.
Don't let copy tip from cheeky into rude or suggestive.
Don't separate "NAS" and "TY" without the dot — the dot is the joke.