With the world constantly filling with products, it’s a refreshing change when companies want to produce better products with an emphasis on creating a better brand. Sodii is the purveyor of high quality, honest electrolytes that contain 0 sugar and are naturally sweetened. The team at Sodii are on a mission to improve human health and hydration globally by educating people on the benefit of adequate electrolytes, using a blend of science and ancestral wisdom to deliver the message. Divide was tasked with creating a brand to scale and grow multiple products under the Sodii brand, beginning with their flagship product, Everyday Hydration Salts.

Divide was involved from the very beginning, first working through a comprehensive brand strategy, then into the complete brand development involving identity, messaging, packaging and web design / build. We placed an emphasis on differentiating on a brand level to separate Sodii from competitors, in order to show off the uniqueness of their product and attract innovators to the brand early in their lifecycle. To stand out in the saturated electrolyte market, our research indicated we craft the brand to appeal to consumers looking to attach themselves to a cause, rather than simply a product. We used lofty and aspirational messaging to create an escape into a new way of looking at hydration, with gradients to appeal to younger demographics and steer away from traditional “sports focussed” nutritional products. The brand appeals to those with active, adventurous lifestyles, that also appreciate design and creativity in the brands they choose to support. We delivered branding for Sodii that was both appealing from a science and research perspective, showing their knowledge in the hydration space, yet playful and creative enough to appeal to their target demographic in millennial consumers.

We worked across the entire brand, bringing their identity to life across packaging, e-commerce, digital marketing and merch, creating a complete brand ecosystem they could use to grow and scale with. We wanted to ensure that every touchpoint of the brand was consistent, regardless of where the consumer was in their journey, from paid advertising, through to the website, through to delivery.

Sodii has recently launched to a local market to test their processes, and will begin scaling up with emphasis on attracting innovators to support their cause.