Nothing like a good branding project to start the week inspiring and motivated. Today we featured a project titled Pom Pom by Reynolds and Reyner from Kiev, Ukraine.
We've covered the trending topic of gut health before and are excited to see more beautifully designed, functional brands coming onto the scene to disrupt the space of digestive health. Enter Culture POP Soda, a new subtly spiced probiotic soda created with real, functional ingredients and only a touch of sweetness. Its mix of live probiotics, organic juices and organic ground spices delivers a complex, tasty twist on familiar flavors. Culture POP is a soda you can feel good about. Flavors include: Ginger Lemon & Turmeric, Orange Mango & Chili, Wild Berries with Basil & Lime, Watermelon Lime & Rosemary, Pink Grapefruit Ginger & Juniper.
When independent creative agency, ROOK/NYC, first started working on Culture POP Soda, the product brief was simple: create a brand and package design for a new-to-market functional soda that feels familiar, with subtle nuances, and drives consumer trial in the natural and mass retail channels.
As for the naming exercise, the team wanted something that was both descriptive and felt familiar. In an off-the-cuff ideation session, the moniker fell in place -- a highly recognizable, albeit transposed, term that coincidentally described the product itself in two words: Culture (probiotic) POP (soda).
Mark Christou, Founder and Creative Partner of ROOK/NYC and R/Co Ventures, is the Lead Designer behind the project. The team worked with Illustrator Marianna Fierro to create bold fruit illustrations; these replaced the “o” of pop to signify the dominant (and most familiar) ingredient in each product.
While ROOK/NYC was working on the design process to create a product that would catch the consumer's attention, they implemented a thoughtful and simplistic brand architecture and visual language. 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, they created a system of design cues that nod to both the function and nostalgia of the product, with a modern twist.