Thirsty for something fresh? United Sodas, the colorful soda brand that burst onto the scene during the pandemic, is leveling up with an updated look and a flavor revamp. They’ve teamed up again with Center (the original branding studio) to give their cans a sleek update.
This refresh, led by United Sodas COO Kate Reeder and Carli Nicholas (head of marketing), isn’t just about looks; they’ve also tweaked the ingredients without the trade-off of questionable ingredients or excessive sugar. “We spent two years developing our flavor range, each of the 12 offering something unique and ensuring there’s a flavor for everyone,” says the duo.
I had the pleasure of asking the United Sodas team and CENTER’s founder, Alex Center, a few questions about the brand update and their plans for the future of soda. Our conversation has been edited for length and clarity.
Your original brand, launched during the COVID-19 era, drove significant buzz. How has the evolving consumer landscape influenced your packaging and product formulation strategy as you enter this next phase?
Kate Reeder & Carli Nicholas (KR & CN): As our company grows and our presence expands, we’re committed to ensuring that our product evolves as well. Our guiding principles have always centered on simplicity: delivering great-tasting soda made with simple, healthier ingredients. This philosophy drives our latest improvements. We’ve simplified the shopping experience by adding our logo to the front of the can, making it easier to find on the shelf. We’ve also simplified our ingredients. Research shows that consumers prefer recognizable, simple ingredients in their beverages. With this in mind, we’ve improved our sweetener blend to include organic cane sugar and organic stevia, resulting in a bigger, better flavor than ever before.
Rebranding a project you created offers a unique opportunity for reflection and growth. How did this influence your approach to United Sodas’ refresh, and what lessons from the original branding did you carry forward?
Alex Center (AC): United Sodas holds a special place for us as one of our first brands, which we helped build from scratch starting in 2018. It’s a prime example of our approach to design and branding: creating something that stands out, breaks the mold, and is grounded in purpose. For United Sodas, that purpose was about representing America’s diversity through a concept of ‘America as a rainbow,’ distilled into its simplest form.
Launching during COVID was unique, as we designed the brand more for homes than store shelves. The vibrant, multi-colored variety pack became a memorable experience for people during that time, contributing to its success.
We’ve developed a strong relationship with United Sodas, working closely on projects beyond the initial branding. So, when it was time to refresh the brand, our goal was to retain the essence of what made it successful while addressing specific operational challenges, like ensuring the packaging was recognizable on store shelves without losing its bold simplicity.
The result was a subtle evolution, not a revolution. We made necessary updates while preserving the core identity, ensuring the brand remains as impactful as it was when we first launched it.
United Sodas is now available in an array of high-profile locations. How does your brand’s presence in premium settings align with your brand strategy?
KR & CN: United Sodas was created to be more than just a soda – it’s an experience that begins with the design of our cans and extends to the distinctive flavors within. From the outset, premium hospitality and immersive experiences have been central to our strategy, emphasizing the versatility of our product in a way that’s both memorable and impactful. When someone tastes our sodas for the first time while enjoying an exceptional meal in a stunning setting, it opens up a world of possibilities for how our sodas can integrate into their daily lives – from dinner parties and happy hours to thoughtful gifting. We’ve had a great time exploring this and believe we’re only scratching the surface of what’s possible.
What challenges and opportunities did you encounter while balancing United Sodas’ vibrant minimalism with visibility and consumer recognition?
AC: It’s interesting because this wasn’t a rebrand to me—it was an optimization of the existing brand. Think of it like a software update: Apple constantly updates its operating system to enhance performance, and I believe all brands should do the same to improve and evolve. The focus wasn’t on change for the sake of change but rather on optimizing the brand to make it easier for people to find and more recognizable to consumers.
United Sodas of America is a great name, but it’s long, and most people naturally shortened it to United Sodas. That’s what the website and Instagram have always used, so it made sense to officially adopt that shorthand, much like Dunkin’ did by dropping ‘Donuts.’
As a studio, we’re not precious about our work. We believe there’s always room to reimagine and improve. This project is a prime example: United Sodas was already close to perfect, yet we found ways to make it even better.
Alex Center
I felt strongly about retaining the ‘zipper’ logo because this brand is about minimalism and thinking differently. We didn’t want to lose that clean, almost fashion-like aesthetic where the packaging feels like an accessory—part of your personal brand. We maintained that while making the brand design clearer and more optimized.
How do you plan to maintain the balance between staying true to United Sodas’ brand ethos and adapting to the changing preferences of a diverse consumer base?
KR & CN: Soda has always been a timeless and universal concept. This belief remains at the heart of our brand vision. As consumer behaviors, preferences, and communication methods evolve, we’ll adapt our strategies to meet people where they are. When we launched during COVID, we leaned heavily on social media, showcasing creative ways to incorporate our sodas into mocktails and cocktails. In a post-COVID era, we’re focused on demonstrating how our sodas can enhance a wide variety of occasions and moments. We’ll continue to evolve how and where we connect with our consumers to stay aligned with the times.
How did consumer insights shape the decision to simplify and feature the name more prominently on the can, and what impact do you anticipate it will have on shelf awareness and brand recognition?
AC: That’s what everyone calls the brand—United Sodas—so this change is about simplifying and solidifying our identity as we take the next step toward becoming an iconic soda brand. We’re big believers in doing the least amount necessary to convey an idea, and that philosophy guided our approach here. The name ‘United Sodas of America’ was already strong, but simplifying it to ‘United Sodas’ made it even bolder and more direct.
When we started this project, soda was a category many avoided due to its association with sugar, while seltzers were booming. But we believed people still loved soda; it just needed to be reinvented for modern consumers, and that’s what United Sodas did.
In today’s crowded market, where many brands lean into health trends, United Sodas stands out by focusing purely on flavor and simplicity. Our minimalist design, bold colors, and modern aesthetic make the brand instantly recognizable, even on a crowded shelf. There’s often a great discussion on Twitter, where people share photos of crowded beverage aisles and ask, “Which brand do you see?” The overwhelming answer is United Sodas.
We achieved the project’s goals—enhancing visibility and recognition—without losing the original intention. The brand remains true to its essence, and I’m proud that we’ve made these improvements while maintaining what made United Sodas great in the first place.
I simply couldn’t avoid the next question: What’s your favorite flavor?
Kate Reeder loves Blackberry Jam, while Carli Nicholas is partial to Pear Elderflower. Sour Blueberry is the flavor Alex Center turns to. While they all sound fantastic, I’m also on team Pear Elderflower. (Add a little Empress Gin, and enjoy the perfect summer cocktail.)
