Belgian-based soda brand Fhirst returns with a fresh, unique identity: "Superfunktional Soda™." Mother Design reimagined their brand strategy, naming, visual and verbal identity, and packaging, challenging the clichés of the functional beverage market.
Fhirst, a project launched four years ago by founders Catherine and Steven van Middelhem, has developed a probiotic soda based on a scientific approach linking gut health and mental well-being. However, with the recent rapid growth of the "healthy" soda market, a plethora of prebiotic drinks and low-sugar sparkling waters have taken over the shelves, making it difficult to differentiate based solely on "health" claims.
Accordingly, Fhirst has repositioned itself as "the first soda that scientifically elevates mood," redefining its brand to focus on sensory pleasure rather than mere well-being. The products feature bold and playful phrases like "Wildly Good Soda!" and emphasize a "state of joy" rather than functionality.
The brand design also rejects the minimalist tones of existing functional beverages, boldly blending the retro sensibilities of major carbonated beverage brands with those of health food stores. The main wordmark, in particular, pays homage to Austrian designer Othmar Motter's Motter Regatta typeface, emphasizing its flowing curves and vibrant atmosphere.
The product packaging maximizes visual enjoyment by combining a unique camp-inspired font with sensory illustrations for each flavor. Unique names like "Pineapple Yuzuphoria," "Orange Cola Joyride," "Good Time Lemon Lime," and "Dr. Cherry Happy Place" evoke a joyful experience alongside the flavors, stimulating consumers' emotions.
The visual composition goes beyond simple color contrast, utilizing a unique gradient color system and animal mascots (eagle, dolphin, butterfly, and horse) to create a unique brand worldview. This delivers intense sensory enjoyment and connects emotionally with consumers even before they drink the product.
Instead of striking a balance between functionality and design, Fhirst boldly transcends it, defining its identity as “extraordinary.”
