Leeds-based studio Robot Food has teamed up with soft drinks brand Hip Pop to introduce a bold new identity that redefines kombucha and alternative sodas as lifestyle drinks rather than just health products. The goal is to elevate Hip Pop from a niche player to a leader in the mainstream market, infusing the rebrand with plenty of personality, charm, and honesty rooted in Northern culture.
Hip Pop, launched in Manchester in 2019, quickly gained a following for its gut-friendly ingredients and unique flavors. However, in a market filled with generic wellness branding, founders Kenny and Emma Thackray realized the need for a fresh look and mindset to stand out.
Emma explains, „Robot Food has helped us establish a distinct positioning that truly sets us apart, giving us the leadership position we were aiming for.“ The comprehensive rebrand includes a new tagline, packaging, tone of voice, and identity system that stays true to Hip Pop’s authentic origins.
The new brand platform, ‚Best Enjoyed Live,‘ positions Hip Pop as a refreshing alternative to traditional soda branding, encouraging consumers to embrace life’s imperfect moments with joy and authenticity. This approach resonates with a generation seeking genuine connections and experiences.
The visual overhaul is equally impactful, with a shift towards a bold black-dominated design featuring vibrant fruit illustrations and color-coded accents. This visual consistency helps consumers differentiate between the various drink options offered by Hip Pop.
Overall, the rebrand captures the essence of Hip Pop as a fun and unapologetic brand that doesn’t take itself too seriously, standing out in a market saturated with health-focused messaging.