Dirty drinkers
Dirty sodas — a base soda infused with flavored syrups — are having a moment, and Dirty Drinkers wanted in with attitude. A bold, playful entrant in a crowded, nostalgia-soaked category.
SCOPE:
Rebranding
Brand Strategy
Art Direction
Role: Design Lead for this project at Clutch Creative Marketing
Problem
In a space defined by classic American soda cues, the challenge wasn't standing apart from the category — it was owning a distinct personality within it. Without a strong, memorable hook, a new soda brand is just another can on a shelf full of better-funded incumbents.
Solution
A brand built around the founder's twins, reimagined as angel-and-devil mascots — innocence and mischief, the exact tension that makes the product fun. A vintage red, white, and blue palette nods to classic American soda heritage, while the quirky, rebellious execution gives it a personality no incumbent owns. Familiar enough to belong, strange enough to remember.
