Responses by Claudio Vecchio, creative partner, Midday Studio.
Background: A lighter, more refreshing protein drink for active people, Betta provide an alternative to flat, heavy and fake protein shakes for health-conscious people actively interested in personal well-being, nutrition, and making informed choices about their diet. The target consumers engage in various forms of physical activity, from boutique gym workouts and running to casual walks, tennis or pádel, or team sports. They’re looking for convenient, lighter and more enjoyable ways to top-up protein needs without the heaviness of traditional shakes or the sugar of conventional sodas.
Design core: The brief was to create a brand that could hold its own in both the premium soft drink aisle and the performance nutrition space. The challenge was building something that felt exciting and energetic, without leaning on the literal fruit cues or tired visual codes of either category.
Our brand creation goes big on fizz, bringing the product’s sparkling personality to life in a never-still world of bubbles. A fluid wordmark sits at the center of a 3-D world of bubbles, capturing constant motion and energy. The packaging avoids literal fruit cues typical of the soda category and instead draws on the visual language of sports performance. Labeled cans introduce tactile contrast to the premium finish, while bold colors deliver strong flavor recognition.
This was a full brand creation project, comprising brand strategy, naming, packaging design and brand universe. Every touchpoint was considered and crafted to work together as a cohesive whole, from the earliest strategic decisions around tone, audience and positioning, through to the visual language, 3-D worldbuilding and packaging finish. The result is a brand that feels as good on a gym bag as it does on a dinner table, one that doesn’t ask you to compromise on taste, design or nutrition. Betta is proof that the protein category was overdue a shake up and that, sometimes, all it takes is a little sparkle.
Challenges: Creating the illustrative content. We had a vision to create a world of bubbles but in a contemporary and unclichéd way. Bubbles have been done to death in soda; it was important for us to create something fresh. There was a lot of trial and error before we landed upon the final visual style.
Favorite details: We are most proud of how the illustration turned out. It’s flexible enough to be rendered in 3-D or 2-D, and it gives the brand a unique visual style.
New lessons: We learned a few new techniques in adobe illustrator and photoshop to create the visual style, specifically using 3-D in illustrator.
Visual influences: We were inspired by abstract visual artists who create art using abstract forms and shapes.
Browse Projects
