UB Group

The flight of a new spirit.

The Challenge

The world's second largest spirits conglomerate carried an emblem that no longer matched the scale of its ambition. The old Pegasus – static, ornamental, quietly rendered – spoke of heritage but fell silent on momentum. For a business operating at global reach and pace, the mark needed to shed its stillness and earn its place as the visual signature of a conglomerate built to compete, and win, on the world stage.

The Idea

We set the spirit free. The Pegasus was entirely redrawn and fused with the 'UB' monogram into a single, unified gesture – no longer a symbol beside the name, but inseparable from it. Wings unfurled mid-flight, muscle and motion rendered with sculptural precision, the mark now captures a moment of pure launch – energy, inspiration, and the confidence to outpace the field. The result is an identity that doesn't merely represent the UB Group; it performs its ambition – elegant, dynamic, and unmistakably in flight.

The Impact

A symbol once static now moves at the speed of the business it represents – instantly recognisable across markets, categories, and geographies. The Pegasus no longer sits beside ambition; it embodies it, giving the world's second largest spirits conglomerate an identity as bold and borderless as its reach.