BRAND IDENTITY / CASE STUDY
Candle Soda A Legacy Brand, Reimagined.
A modern brand identity redesign for a 75-year-old probiotic soda company preparing for national expansion.
TEAM
1 designers
1 stakeholder
YEAR
2024
Graduate Program
BUILT WITH
Adobe CC
Illustrator & Photoshop
ROLE
Branding designer
solo
01 / OVERVIEW
Rooted in Heritage. Built for Today.
Original Logo
Candle Soda has been crafting probiotic drinks since 1949. As the brand prepared for a new generation of wellness-minded consumers, it needed an identity that honored its legacy while feeling fresh, trustworthy, and relevant.
The goal was to modernize the visual identity, create a cohesive brand system, and build a foundation that could scale across packaging, apparel, and digital.
02 / LOGO REDESIGN
Primary Logo
Secondary Logo
03 /COLOR PALETTE
#D181EA
#C6D866
#3D894E
#2E1937
#020407
#F6F6F6
Secondary
#1C321C
#C03531
#4B2528
#DE7F39
#C78C3F
#472A18
Primary
04 / TYPOGRAPHY
05 / BRANDING ELEMENTS
PATTERNS
ICONS
06 / PACKAGING
12 OZ ALUMINUM CANS
07 / STATIONARY
Reflection
As a UX researcher and designer, I had to resist the urge to jump to solutions and instead become comfortable with ambiguity. Acknowledging my own biases made room for curiosity, empathy, and a genuine desire to test what I thought I knew rather than prove myself right.
One limitation was the size of my participant pool. Research is stronger when conducted collaboratively: a team can reach more participants, gather richer qualitative and quantitative data, create space for both converging and diverging perspectives, and challenge individual researcher biases.
I’ve since started exploring AI as a tool to help fill some of those gaps—not as a substitute for real users, but as a way to challenge assumptions, explore alternative perspectives, and strengthen my research process. The goal isn’t to eliminate uncertainty; it’s to become better at navigating it.