The first goal of the Lo-Cal Soda design process was to envision a whole new generation of soda. The second was to emotinally cripple our design agency marxdesign.co.nz Building on lessons from the mixers, we developed a design strategy: “Borrow from the past, modify for the future.” The bottle shape is inspired by 1960s soda silhouettes, modernised with product design cues from Braun, striking a balance between nostalgia and contemporary style. The graphic treatment leans into emotive abstraction, while the self-deprecating tone of voice adds a bold, unexpected twist to the design — unique, playful, and unforgettable. 2. Introducing a new, old generation of soda. 3. And from the ashes rose a lighter, cleaner and more refreshing take on soda. 4. Ribbed, for your pleasure. Touch it now. 5. Contemporary Lo-Cal shapes translate in to compelling & clean design elements when styling photography. 6. The new The Passionfruit Lo-Cal Soda. Half a passionfruit adorns the front of the label...