{"id":1924,"date":"2024-08-29T16:00:00","date_gmt":"2024-08-29T16:00:00","guid":{"rendered":"http:\/\/atomic-hair.net\/?p=1924"},"modified":"2024-09-05T15:26:23","modified_gmt":"2024-09-05T15:26:23","slug":"a-pop-of-perfection-inside-united-sodas-brand-and-flavor-refresh","status":"publish","type":"post","link":"http:\/\/atomic-hair.net\/index.php\/2024\/08\/29\/a-pop-of-perfection-inside-united-sodas-brand-and-flavor-refresh\/","title":{"rendered":"A Pop of Perfection: Inside United Sodas\u2019 Brand and Flavor Refresh"},"content":{"rendered":"

Thirsty for something fresh? United Sodas<\/a>, the colorful soda brand that burst onto the scene during the pandemic, is leveling up with an updated look and a flavor revamp. They\u2019ve teamed up again with Center<\/a> (the original branding studio) to give their cans a sleek update.<\/p>\n

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This refresh, led by United Sodas COO Kate Reeder and Carli Nicholas (head of marketing), isn\u2019t just about looks; they\u2019ve also tweaked the ingredients without the trade-off of questionable ingredients or excessive sugar. \u201cWe spent two years developing our flavor range, each of the 12 offering something unique and ensuring there\u2019s a flavor for everyone,\u201d says the duo.<\/p>\n

I had the pleasure of asking the United Sodas team and CENTER\u2019s 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.<\/p>\n

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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?<\/strong><\/p>\n

Kate Reeder & Carli Nicholas (KR & CN): As our company grows and our presence expands, we\u2019re 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\u2019ve simplified the shopping experience by adding our logo to the front of the can, making it easier to find on the shelf. We\u2019ve also simplified our ingredients. Research shows that consumers prefer recognizable, simple ingredients in their beverages. With this in mind, we\u2019ve improved our sweetener blend to include organic cane sugar and organic stevia, resulting in a bigger, better flavor than ever before.<\/p>\n

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Rebranding a project you created offers a unique opportunity for reflection and growth. How did this influence your approach to United Sodas\u2019 refresh, and what lessons from the original branding did you carry forward?<\/strong><\/p>\n

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\u2019s 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\u2019s diversity through a concept of \u2018America as a rainbow,\u2019 distilled into its simplest form.<\/p>\n

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.<\/p>\n

We\u2019ve 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.<\/p>\n

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.<\/p>\n

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United Sodas is now available in an array of high-profile locations. How does your brand\u2019s presence in premium settings align with your brand strategy? <\/strong><\/p>\n

KR & CN: United Sodas was created to be more than just a soda \u2013 it\u2019s 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\u2019s 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 \u2013 from dinner parties and happy hours to thoughtful gifting. We\u2019ve had a great time exploring this and believe we\u2019re only scratching the surface of what\u2019s possible.<\/p>\n

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What challenges and opportunities did you encounter while balancing United Sodas\u2019 vibrant minimalism with visibility and consumer recognition?<\/strong><\/p>\n

AC: It\u2019s interesting because this wasn\u2019t a rebrand to me\u2014it 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\u2019t 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.<\/p>\n

United Sodas of America is a great name, but it\u2019s long, and most people naturally shortened it to United Sodas. That\u2019s what the website and Instagram have always used, so it made sense to officially adopt that shorthand, much like Dunkin\u2019 did by dropping \u2018Donuts.\u2019<\/p>\n

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As a studio, we\u2019re not precious about our work. We believe there\u2019s 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.<\/p>\n

Alex Center<\/cite><\/p><\/blockquote>\n

I felt strongly about retaining the \u2018zipper\u2019 logo because this brand is about minimalism and thinking differently. We didn\u2019t want to lose that clean, almost fashion-like aesthetic where the packaging feels like an accessory\u2014part of your personal brand. We maintained that while making the brand design clearer and more optimized.<\/p>\n

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How do you plan to maintain the balance between staying true to United Sodas\u2019 brand ethos and adapting to the changing preferences of a diverse consumer base? <\/strong><\/p>\n

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\u2019ll 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\u2019re focused on demonstrating how our sodas can enhance a wide variety of occasions and moments. We\u2019ll continue to evolve how and where we connect with our consumers to stay aligned with the times.<\/p>\n

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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?<\/strong><\/p>\n

AC: That\u2019s what everyone calls the brand\u2014United Sodas\u2014so this change is about simplifying and solidifying our identity as we take the next step toward becoming an iconic soda brand. We\u2019re big believers in doing the least amount necessary to convey an idea, and that philosophy guided our approach here. The name \u2018United Sodas of America\u2019 was already strong, but simplifying it to \u2018United Sodas\u2019 made it even bolder and more direct.<\/p>\n

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\u2019s what United Sodas did.<\/p>\n

In today\u2019s 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\u2019s often a great discussion on Twitter, where people share photos of crowded beverage aisles and ask, \u201cWhich brand do you see?\u201d The overwhelming answer is United Sodas.<\/p>\n

We achieved the project\u2019s goals\u2014enhancing visibility and recognition\u2014without losing the original intention. The brand remains true to its essence, and I\u2019m proud that we\u2019ve made these improvements while maintaining what made United Sodas great in the first place.<\/p>\n

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I simply couldn\u2019t avoid the next question: What\u2019s your favorite flavor?<\/em> <\/p>\n

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\u2019m also on team Pear Elderflower. (Add a little Empress Gin, and enjoy the perfect summer cocktail.)<\/p>\n","protected":false},"excerpt":{"rendered":"

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