Sparkling juice brand Izze built its reputation as an alternative to Big Soda with a loyal and devoted following. Still, they needed to increase brand awareness and appeal to a larger audience without losing their equity or reputation as a category disruptor.

To get more eyes on the brand, the very first pieces of design we implemented were sampler packs, limited-time releases, and seasonal offerings that went into big box stores like Costco. We wanted to make as big a splash as possible to increase awareness around Izze. 

For the most part, you couldn't find niche brands or alternative sodas at Costco. Today, however, that's the norm, and Izze helped usher in this new era of choice.

Once that was achieved, we not only set out to clean up the architecture and visual hierarchy of the brand but unify all of the primary and secondary packaging so that it all existed within the same brand world. We needed to refine the packaging so consumers would know they were holding a sparkling beverage AND a juice. So the question, for us, was how do we keep all of the iconic assets the brand possesses but make them a little more digestible for new consumers?

Now, colors clearly communicate flavor, while copy reinforces some of Izze's alluring qualities, like no added sugars or artificial sweeteners—nothing but the good stuff here. Essentially, we turned up all of Izze's fizzing awesome assets and clarified to consumers what they were buying. 

We also helped the brand innovate, expanding its flavor offerings and different-sized packs. Additionally, we helped grow Izze's core portfolio and offerings, helping them move into entirely new categories like Sparkling Lemonade.