Primo’s Soda

The Brand Concept

The design is rooted in “Pop Art Energy”—a mash-up of bold colors, playful illustrations, and cultural nostalgia. Facts: Each can highlights “Finely Crafted, Locally Produced”, grounding the brand in authenticity. Feelings: Saturated palettes, cartoon exaggeration, and nostalgic motifs create emotional connection. Fun: Pizza slices, smileys, clouds, and psychedelic patterns break convention, turning the cans into cultural accessories.

The Brand Challenge

How do you make a soda brand feel fresh, local, and rebellious in a market dominated by global giants? The brief was to create a youth-centric beverage identity that could stand out both on the shelf and online.

The brand needed to:

Capture Gen Z’s bold energy through playful design, Express local pride in a way that still feels global and trendy and be instantly recognizable across flavors (Cola, Lemon, Peach Cola) while allowing each variant to have its own personality.

The Visual Language

Logo: A bold, retro-comic inspired wordmark that anchors the brand presence.Patterns: Wavy and radiating backgrounds that act as an ownable system.Illustrations: A custom library of icons (pizza slices, palms, rainbows, etc.)Color System: Loud, high-contrast palettes, distinct for each flavor, cohesive as a set. Sub-logos: Each flavor carries its own subsidiary logo, allowing individuality.