The brief was simple. Can we 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? Every element we designed needed to align with that objective. 

When it came to the naming exercise, the team wanted 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 coincidentally described the product itself in two words: Culture (probiotic) POP (soda).

We carried the thread of function and familiarity into the design process and allowed an important third element to take center stage on the packaging: flavor. Starting with a bold identity in the oh-so familiar American Typewriter font, we replaced the “o” of pop with bold, bespoke fruit illustrations to signify the dominant (and most familiar) ingredient in each SKU. To further enhance the taste-appeal, we selected a vibrant color palette that’s both drinkable and on-trend. Rounding out the identity system, we injected a hint of playfulness through a cheeky tone of voice and subtle graphic elements that visually express “fizz” and “pop”.

“The work that ROOK/NYC did to develop our identity and our packaging, is beyond what I could have hoped for. It both reflects exactly what’s inside our can, and the personality and emotion that we sought for our product and company. Because of the strength of our packaging, we’ve been able to accomplish things in 8 months that often take companies years to accomplish.” - Tom First, Founder

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 & Chili, Wild Berries with Basil & Lime, Watermelon Lime & Rosemary, Pink Grapefruit Ginger & Juniper

SERVICES

BRAND IDENTITY / PACKAGING DESIGN / NAMING / COPYWRITING /  PRODUCTION / PRINT / APPAREL / CONTENT CREATION / DIGITAL DESIGN / MERCHANDISING / CREATIVE DIRECTION / ART DIRECTION / CONTENT / PHOTOGRAPHY / CO-CREATION / VENTURE