FIZZ Soda
Concept project
A brand of naturally flavoured carbonated soft drinks aimed at millennials.
Project Scope
Brand Strategy
Marketing & Messaging
Identity System Design
Packaging Design
Background
Fizz is a brand of naturally flavoured carbonated soft drinks aimed at millennials, who desire a more natural beverage experience. Growing numbers of Millennials are becoming more conscious and particular about what they ingest in their bodies, and prefer to avoid artificial flavours, colouring, and excessive amounts of sugar. Fizz plans to capitalise on this trend by catering to millennials' refined palates and their desire for variety and high-quality products. The brand currently has orange, grape, and lemon flavours available, but plans to expand their exciting flavours in the near future.
Challenge
Fizz is priced slightly higher than other beverages in its category. Therefore, the aim is to leverage the fact that it uses organic and natural products to appeal to the target audience and win them over.
Strategy
Fizz needed consumers to view them as a healthier and more natural alternative to soft drinks currently in the market, justifying the higher cost. By emphasising the use of real fruit and the absence of any artificial ingredients or added sugar, we developed a framework that served as the direction for the entire design and messaging process.
Brand Identity
With the goal of attracting millennials, the brand adopted a simple yet colorful visual identity. The logo featured rounded letters resembling bubbles, placed on a solid circle symbolic of fruit. This circle acted as a distinguishing mark for different product flavors on packaging and other materials. In addition, the use of colorful "bubbles" throughout the packaging, corporate identity, and promotional materials further emphasized the product's fizzy nature.
Brand Application
Posters, billboards, promotional items, and social media posts were among the marketing tools used to promote Fizz's entry into the market. The collateral articulated the brand's attributes and thrust the products to the forefront of the advertising campaign. Fizz wasn't only positioned as a fun, light, and delicious beverage but also as the least guilt-inducing soft drink accessible to customers. This was achieved through the strong messaging and cohesive visuals highlighting the use of natural fruit instead of artificial additives and added sugar.