Starry Bursts Onto the Scene

Our boldest, brightest, newest lemon lime soda

In 2023, we introduced the world to STARRY. Designed to speak to Gen Z adults, the visual identity system we created for this new brand bursts with bespoke typography, fresh illustrations, and cool new characters embodying the brand’s irreverent optimism.

Brand

Starry

Type

Branding & Packaging

Region

North America

the idea

Designed for the next generation

From research and strategy to naming and product development, our team was there to co-create this new flavor innovation from the very beginning. As the brand came to life, we began working to create a visual identity system that matched its energy.

the design

Bursting onto the scene

Historically, lemon lime soda has been dominated by the color green. With STARRY, we wanted to switch things up by equally expressing the flavor through two unique colors: Zesty Yellow and Crisp Green. The simple yet bold color-blocking system allows us to own the color yellow, letting STARRY break through the noise and burst onto the soda scene.

The bright, uplifting color scheme is supported by bold lettering in three typefaces, including a bespoke type we named Cloud9, which nods to the nostalgic bubble letters of the ’90s and Y2K eras. The fizzy letterforms take on the excitement of refreshing bubbles, while a bold, confident sans serif balances out the energy with a strong sense of the here and now.

Hugged by a lemon on top and a lime on bottom, the STARRY wordmark features a customized white typeface encased in a heavy black outline. Plus, we incorporated a star into the ‘S’—a fun detail to reinforce the brand’s name and crisp taste. The result is a bold, clean look.

And let’s not forget about the stars of the show. Inspired by fashion and streetwear, we introduced two new characters, Lem and Lime, to bring a splash of fun and levity. We also built on the brand’s signature irreverence by putting Lem in a lime costume and Lime in a lemon one. As champions of the brand, Lem 
and Lime are the perfect portal into the STARRY world.

the outcome

STARRY Hits Different

We’re extremely proud of this lemon lime launch that made a splash. But don’t just take our word for it. Our STARRY designs were spotlighted in AdAge, The Dieline, and The Daily Meal to name a few. What the world has seen of STARRY so far is only a small sip of what’s to come.

Related Projects