Chugz
Chugz
Chugz
2024
2024
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Food & Beverage
Food & Beverage
INTRODUCTION
INTRODUCTION
Utah has its own soda culture; specialty shops, creative flavors, loyal customers who take this seriously. Chugz had the product and the crowd. The identity just wasn't keeping up with either.
Utah has its own soda culture; specialty shops, creative flavors, loyal customers who take this seriously. Chugz had the product and the crowd. The identity just wasn't keeping up with either.
THE CHALLENGE
THE CHALLENGE
The original branding was dated and safe in a category that rewards anything but. The blue and pink were already there and already working, the execution just wasn't using them. In a market that keeps getting louder, Chugz was blending in when it should have been standing out.
The original branding was dated and safe in a category that rewards anything but. The blue and pink were already there and already working, the execution just wasn't using them. In a market that keeps getting louder, Chugz was blending in when it should have been standing out.
BOOST YOUR BRAND
BOOST YOUR
BRAND
BOOST YOUR
BRAND
THE SOLUTION
THE SOLUTION
We kept the blue and pink and pushed them further. The real work was in the voice. Soda is bad for you. Everyone knows it. Nobody stops. Leaning into that shared guilt, owning it, laughing at it, wearing it like a badge of honor, gave the brand a personality genuinely hard to ignore. Bold condensed type carries the attitude. A loose script handles the punchline. The result is an identity that doesn't just sell soda; it recruits customers into the bit.
We kept the blue and pink and pushed them further. The real work was in the voice. Soda is bad for you. Everyone knows it. Nobody stops. Leaning into that shared guilt, owning it, laughing at it, wearing it like a badge of honor, gave the brand a personality genuinely hard to ignore. Bold condensed type carries the attitude. A loose script handles the punchline. The result is an identity that doesn't just sell soda; it recruits customers into the bit.
THE RESULTS
THE RESULTS
An independent rebrand concept. The business responded well when they saw the work — but wasn't ready to invest in making it official. The identity's there when they are. In a category this crowded, personality is the difference between a customer who drives past and one who turns around.
