Living Things, a probiotic soda brand, is making waves with its vibrant new identity and brand strategy. This ‘soda for humans’ is crafted with natural, gut-friendly ingredients and a conscious stance towards the planet. The brand strategy aims to fill a gap in the health-conscious drinks market with a playful, feel-good vibe without being overly earnest or virtuous. The brand’s name, Living Things, was a firm favorite from the start, embodying the brand’s lively and dynamic nature.
Crafting a Conscious Soda for the Modern Consumer
Hailing from the design powerhouse Nari, Living Things is now a brand that’s not just about quenching thirst – it’s about nurturing gut health and respecting the planet. Coming to its origin story, recognizing a gap in the health-conscious drinks market, Nari aimed to develop something that felt both irreverent and feel-good without tipping into being overly earnest. The name ‘Living Things’ came quickly and resonated immediately, capturing the essence of a brand that celebrates vitality and connection to nature.
The design is versatile enough to look equally at home in a trendy London deli or a regional supermarket, maintaining a friendly, approachable aesthetic. The cans are designed to exude vitality, making them not just beverages but an expression of a lifestyle. With a focus on natural, gut-friendly ingredients and a conscious approach, Living Things is poised to capture the hearts and taste buds of health-conscious consumers.
“We wanted to create something that feels playfully irreverent and feel-good, but without being too earnest or virtuous,” shares Tom Bacon, the design lead at Nari. And that’s exactly what they’ve achieved, crafting a brand identity that’s as refreshing as the soda itself.
A Visual Identity That Stands Out
Nari’s design lead, Tom Bacon, wanted the soda company’s visual identity to feel like it was part of something bigger. The goal was to reach beyond gut health or soft drinks and engage both millennial and Gen Z audiences. The brand communicates not only great health benefits but also great taste. Nari’s customized wordmark uses rounded edges and odd quirks to give the drink a feel-good vibe. The typeface, Pangram’s Agrandir, was chosen for its lively nature. The visual catalog was designed for cans to look equally at home in a trendy London deli or a regional superstore, embodying a friendly, approachable, and human feel.
Fun and Functional Sticker Graphics
Building on their feel-good visuals, Nari introduced playful sticker graphics that populate the brand’s identity on and off the packaging. Initially intended as a functional tool to convey information about friendly bacteria and the gut microbiome, these stickers evolved to provide bite-sized facts in an engaging way .“There’s a lot of mystique and confusion in the functional soda space. We wanted to ensure the brand could effortlessly deliver key pieces of info in a way that didn’t feel too virtuous or like a boring list that no one would read.” Tom added. The wiggly shapes of the stickers mimic a ‘biome of friendly bacteria’, creating a visual world that stands out in a crowded market.
The Takeaway
Not only does Living Things give consumers a probiotic soda, but ultimately it’s a celebration of health, humor, and mindful living. With a fresh identity and brand strategy sitting center-stage, squarely within what people connect with most, it’s going to resonate. Playful design, captivating messaging, and commitment to natural ingredients all join forces here to set the brand apart. With this ‘soda for humans’ getting ready to make its way onto store shelves, it is only a matter of time before it does what’s necessary to extend an invitation to everyone to take part in its mission of gut health—feasting on deliciously crafted beverages.
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