Own the whole brand
Led creative from packaging and photography to social and community management, keeping one consistent voice across every surface.
Brand stewardship
Grown-up Soda
Not Too Sweet.
Grown-up Soda (GuS) is a 100% natural, Not Too Sweet™ soda that started as a small New York venture and grew into an international brand, with creative owned end to end.
Overview
The brief, in full.
Launched in 2003 as a 100% natural, Not Too Sweet™ soda, GuS grew from a small NYC venture into a presence across international markets.
Chefs Thomas Keller and Charlie Trotter paired GuS with their dishes as an alternative to wine, lending the soda unexpected culinary credibility.
I owned the brand across the board, from branding and packaging through photography, social, web— even the artisanal product names that gave each flavor its identity.
The Challenge
What needed to change.
Give a small, natural soda an ownable personality strong enough to travel from a New York launch into international shelves without overstating what it was.
The Approach
How the work moved.
Name the craft
Authored the artisanal product names that gave each GuS flavor a distinct identity and backbone.
Earn culinary credibility
Not Too Sweet™ real positioning led chefs like Thomas Keller and Charlie Trotter to pair GuS with their dishes as an alternative to wine.
Outcome
The result.
GuS grew from a 2003 NYC launch into an international presence, with chefs Thomas Keller and Charlie Trotter pairing the Not Too Sweet soda with their dishes as an alternative to wine.
Creative DirectionDesignPhotographyUX/UISocialProduct development
Selected Work SAMPLES
Project gallery.
