In a saturated drinks market filled with kombuchas, seltzers, and adaptogen-infused elixirs, where health-conscious consumers are becoming more discerning with their choices, establishing oneself as the top brand is no simple task. However, for HALFDAY, a ready-to-drink iced tea brand that aims to combine nostalgic flavors with contemporary wellness, standing out was the ultimate objective.
Earthling Studio was brought in to revamp HALFDAY’s visual identity and brand universe. They gave it a fresh new look inspired by ’90s nostalgia, carefree escapism, and a healthy dose of daring fun.
HALFDAY, known for its prebiotic iced teas made with all-natural ingredients and reduced sugar, already had a product that checked all the necessary boxes in terms of functionality. However, according to Tom Bruce, managing partner at Earthling Studio, its visual identity was playing it too safe and getting lost among a sea of other functional wellness drinks rather than embracing its playful personality.
„With the crowded better-for-you drinks category, HALFDAY needed to ensure its functional benefits were apparent, but also that the delicious classic taste of the beverage stood out,“ Bruce explains.
At the core of the rebrand is a simple yet powerful concept: „Make a Break for It.“ More than just a slogan, this phrase embodies the brand’s entire attitude and is inspired by the joy of leaving work early or shirking responsibilities for a sunny day with friends.
Bruce describes HALFDAY as all about capturing the excitement of escaping something dull and making the most of our time. No stress, just possibilities.
To enhance this carefree vibe, Earthling Studio anchored the brand refresh in the heyday of iced tea—the 1990s. During that time, vibrant bottles adorned the shelves, brands embraced bold designs, and iced tea was more about enjoyment than wellness.
„The classic taste that defines HALFDAY’s product was influenced by those ’90s brands,“ Bruce states, „so it felt natural to capture that essence but update it for today’s audience.“
The new HALFDAY logo takes center stage in the rebrand. Collaborating with renowned lettering artist Rob Clarke, Earthling Studio crafted a design that blends retro charm with contemporary flair. The result is an arched wordmark that pays homage to ’90s brand typography while remaining modern and versatile across various platforms.
Bruce points out that two additional logo variations—a wave and a repeat version—offer extra flexibility for merchandise, social content, and other uses.
Typography played a crucial role in striking the right balance between nostalgia and modernity. The team selected Strippy Regular as the headline font, embracing its bold, square shapes reminiscent of ’90s editorial design. Museo Slab, a more refined typeface that adds a touch of craftsmanship and credibility, complements this choice. Together, they form a typographic pairing that feels bold, expressive, and distinct from the category’s softer, earthier aesthetic.
Color also plays a prominent role, with Earthling Studio embracing bright, clashing hues that nod to the product’s sweet, fruit-forward flavors and the bold vibrancy of ’90s fashion. „We opted for a boldly contrasting mix of colors,“ Bruce explains, „a visual representation of the fun and flavor that HALFDAY delivers.“
To further infuse the brand with a playful spirit, Earthling Studio enlisted illustrator Ana Moreno to create a series of lively illustrations and patterns that bring the Make a Break for It narrative to life. „We aimed for a style that felt natural, joyful, and genuine yet slightly unconventional,“ Bruce adds.