Project Overview

With the demand for lemon lime flavored soda at an all-time high, we saw an opportunity to offer people something new. So, in 2023, we introduced the world to STARRY. Designed to speak to Gen Z adults thirsty for change, the visual identity system we created for this new brand bursts with bespoke typography, fresh illustrations, and cool new characters embodying the brand’s irreverent optimism.

Organisation

PepsiCo

Project Brief

The bright, uplifting color palette is supported by bold lettering in three typefaces, including a bespoke type we named Cloud9, which nods to the nostalgic bubble letters of the ’90s and Y2K eras. The fizzy letterforms take on the excitement of refreshing bubbles, while a bold, confident sans serif font balances out the energy with a strong sense of the here and now.

Hugged by a lemon on top and a lime on the bottom, the STARRY wordmark features a customized white typeface encased in a heavy black outline for extra clarity. Plus, we incorporated a star into the lower bowl of the ‘S’—a fun detail reinforcing the brand’s name and crisp taste.

Project Innovation/Need

To tap into the humor and culture of our audience, we introduced the stars of the show. Inspired by fashion and streetwear, we introduced two new characters, Lem and Lime, to bring a splash of fun and levity. We also built on the brand’s signature irreverence by putting Lem in a lime costume and Lime in a lemon one. As champions of the brand, Lem and Lime are the perfect portal into the STARRY world.

Design Challenge

Historically, lemon lime soda has been dominated by the color green. With STARRY, we wanted to switch things up by equally expressing both flavors and their unique colors: Zesty Yellow and Crisp Green. The simple yet bold color-blocking system allows us to own the color yellow, letting STARRY break through the noise and burst onto the soda scene.

Effectiveness

STARRY hits different, and so does its impact. The STARRY visual identity was spotlighted in AdAge, The Dieline, and The Daily Meal, to name a few. This lemon lime launch made a splash, leading to:

• +.3B Net Revenue
• +8.8% Household Penetration
• +0.5 total dollar share points
• + 229.2K TikTok Followers
• + 56k IG followers