A Bubble Becomes a Brand with Buzz

Brand DNA Decoder
Reach Maximizer
Indulgence Escalator
Content Catalyst
Audience Builder

Problem

In summer 2023, two entrepreneurs set out to launch Fizz District, a national drive-thru fresh soda and seltzer chain. With only a name and vision, they faced the challenge of standing out in the crowded QSR category and crafting a brand that would become irresistible.

Insight /
BEHAVIORAL UNLOCK

The Affect Heuristic tells us people tend to use their emotions to make decisions, with nostalgia having a heavy hand in activating emotion. For Fizz District, tapping into a soda shop ephemera with a modern twist was key to turning positive first-time visits into long-lasting habits.

Solution

To make the brand irresistible, we used our Identity Builder product to create a distinctive and emotionally resonant identity for Fizz District. Through this process, we developed a full suite of brand assets—including a logo, colorways, typography, and a fluent device (aka mascot)—designed to evoke the nostalgia of vintage soda pop shops with a modern twist. At the heart of the system was the creation of “Fizzy Dee,” a living, breathing soda bubble full of effervescent personality, who became the brand’s fun and friendly ambassador.

Beyond identity, we designed a full brand experience, both online and in-person at the flagship store in Louisville, Kentucky. This included everything from store signage and facade design to paper menus, branded cups, a mobile ordering app, and the brand website—creating a cohesive and delightful consumer journey from the drive-thru to the digital touchpoints.

Outcome

Fizz District launched in December 2024, with its Louisville flagship as a proof of concept for national expansion, already shaping consumer routines and laying the foundation for growth.