Living Things, the next Gen soda, teeming with life.
Dive into our latest project with key designer George Fletcher as he lets us in on building the brand identity for Living Things, a trending new gut health soda.
We set out to build a brand from the ground up, aimed squarely at health-conscious, trend-setting Gen Zers and Millennials. Our challenge was to create a brand identity that felt at home in a trendy East London café and fit seamlessly into a supermarket meal deal, all while standing out in a saturated market full of competition – easy enough, right?
Our research into health drinks and the wider market helped us clarify what we didn’t want the brand to be. In short, there were no disruptors! Everything seemed to conform to similar codes and conventions, which, in turn, gave us a clear landing space for the chosen idea. What further helped shape this was one of our pillars: the idea of being ‘Playfully Irreverent’, something that injects character and charisma and is animated, fun, and ‘alive’. We wanted the brand to be all about dialling up the fun, the feel-good, the guilt-free feeling.
Reflecting on the process, it’s clear "Living Things" achieved its goal. The brand carved out a unique space in the competitive health drink market with a vibrant, engaging identity that resonates with the target audience, making it a compelling choice in its category. A milestone project of which the team and I are extremely proud.
Arriving here, however, wasn't a linear process, as the concept for "Living Things" evolved significantly as we progressed. Initially, we designed a series of graphic-heavy cans that we thought would stand out in a trendy health food shop. However, we soon realised these designs were too niche for mass-market appeal in stores like Sainsbury’s and Tesco. The turning point came when we decided to include a fruit image on the can, which became a crucial element in broadening the product’s appeal and highlighting its deliciousness. This decision helped unify the design and make the product more relatable and attractive to a wider audience.
