The Ideation Phase
Before starting any project, I create a mind map in Procreate to explore ideas and research the market. I noticed that many health-focused kombucha brands rely on lifestyle messaging. I wanted Fizzle to feel more playful and approachable. The goal was to position it as a drink enjoyed along the California coastline, where things feel relaxed, lighthearted, and free from pressure. Inspired by brands like Olipop and Poppi, I focused on building a strong visual identity to drive brand awareness. Research helped define what was already in the market and what to avoid in both tone and design.
The Idea Behind Fizzle
In a crowded market, Fizzle Kombucha stands out by emphasizing the probiotic benefits of traditional kombucha, supporting gut health differently than Olipop and Poppi, which focus on prebiotics and digestive health. Fizzle’s naturally fizzy, tangy flavor offers a more authentic and flavorful alternative to the sweeter, soda-like drinks.
Unlike most kombuchas sold in glass bottles, Fizzle is canned, positioning it between traditional kombucha and soda alternatives. Canning is a growing trend that helps products stand out on shelves.
I focused heavily on packaging to build a strong brand connection. Each flavor features unique colors, and I created 3D mockups with scenes that capture the brand’s mood and retail presence. The goal is to launch Fizzle as a Direct-to-Consumer brand, as it is still emerging in the retail market.
The Messaging
The tagline "Because. Kombucha." captures Fizzle by emphasizing that the product is the straightforward, honest choice with no need for elaborate explanations, just high-quality kombucha that speaks for itself. It suggests that the reason to choose Fizzle is simple: it's kombucha, and it's done right. Allowing you to explore your best self.
As a new brand, using short and direct lines of copy is essential to attract new users because it creates a sense of curiosity. I relied heavily on the product packaging in my activation strategy, as I wanted users to get maximum exposure to the brand. Similar to Olipop or Poppi, people remember the color and vibrance. I wanted the Fizzle brand to be centered around experiences. Below, I’ve developed a small GTM strategy that outlines data segmentation and incorporates a branded value proposition. I also included the tools used and an activation strategy to launch the brand into the market. I added my how 3D can be used as a marketing tactic for advertising including 3D billboards.
Activation Material
I mocked up bags and stickers to give as gifts to people purchasing Fizzle, encouraging them to later tag Fizzle on social media. This helps build an organic marketing army to share the experiences of Fizzle. I also developed engagement drivers, such as sharing your Fizzle experience for a chance to win free trips to the West Coast. These activation tactics help position Fizzle to compete with companies like Kevita and Poppi. Overall, this project focused on building the fundamentals of a brand and its message. If this were a real brand, the next phase would involve developing a campaign concept to target the activation goals.
The Effect
Working with 3D animator Luke Dent, we decided to collaborate on developing a 3D animation to showcase our work. Luke animated the bottles spinning in Cinema 4D, while I provided the art direction, assets, and overall look and feel. Working together, we successfully brought the brand to market, creating a strategy to build a strong brand foundation and then expanding upon it with messaging and, ultimately, a campaign concept.
