The brief was simple. Can we create a brand and package design for a new-to-market functional soda that feels familiar yet subtly different, and drives consumer trial in the natural and mass retail channels? Every element we designed needed to align with that objective.
When it came to the naming exercise, we sought something that was both descriptive and felt familiar. In an off-the-cuff ideation session, the moniker fell into our laps — a highly recognizable, albeit transposed, term that just coincidentally described the product itself in two words: Culture Pop.
Moving into the design process, we implemented a thoughtful and simplistic brand architecture and visual language that allows the brand identity to be the hero and solves for seamless line extension. From the ever-familiar American Typewriter font, to prominently featuring familiar ingredients over the less-familiar, to selecting colors that are drinkable and on-trend, to the subtle graphic elements that visually express “fizz” and “pop”, we created a matrimony of design cues that nod to the function and nostalgia of the product, with a modern twist. We carried these playful and familiar tones throughout the brand world as it came to life off-pack.
Culture POP is a soda unlike any other. Crafted with real, functional ingredients and just a touch of sweetness, Culture POP’s mix of organic juices, organic ground spices, and live probiotics delivers a complex, tasty twist on familiar flavors. Simple, refreshing, and delicious, Culture Pop is a soda you can feel good about.
Flavors include: Ginger Lemon & Turmeric, Orange Mango & Chilli, Wild Berries with Basil & Lime, Watermelon Lime & Rosemary, Pink Grapefruit Ginger & Juniper
- Agency/Creative: ROOK/NYC
- Article Title: ROOK/NYC Co-Creates a Real Soda that POPs
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: United States
- Market Region: North America
- Project Deliverables: Brand Architecture, Brand Creation, Brand Design, Brand Guidelines, Brand Identity, Brand Naming, Brand Refinement, Brand Strategy, Branding, Graphic Design, Identity System, Illustration, Packaging Design, Photography, Product Naming, Research, Tone of Voice
- Keywords: Beverage, Soda, Functional Beverage, Drinks, Design, Brand Identity, Packaging Design, Brand Naming, Tone Of Voice, Co-Creation, Gutsy LLC, Culture POP Soda, Soda Cans, Flavors, Color, Fizzy & Gutsy, Typography, Logo, Illustration