Zevia's marketing had always led with product features that looked clean, precise, and polished to a fault. When new marketing leadership came in with a mandate to build something brand-led, the opportunity was clear. The existing design felt cold and almost artificial, which was exactly at odds with what Zevia stands for. The challenge was to bring a new brand strategy to life in a way that felt warm, human, and culturally connected without losing the credibility the brand had already built.

We worked to shift Zevia from a product-first to brand-led creative. Illustrations and flavor cues gave the brand the warmth and appetite appeal it deserved, because zero sugar doesn't have to mean zero personality. We threw out the overly art-directed studio shots and replaced them with grittier, in-the-moment images that actually look like real life.