Not another diet drink

A new drinks start-up is bringing an adult sense of fun to the non-alcoholic drinks market. The sugar-free cordials are made from all-natural ingredients and sweetened with the natural sugar substitute stevia and coconut water.

The cordials will only be available online as part of a flexible subscription service. Customers can personalise their order to suit their needs in order to promote a more personal relationship between consumer and retailer. 'Our direct-to-consumer approach means we can provide a great customer experience,' David Folkman, co-founder, told LS: N. 'It's very hard to match this level of experience if our drinks were sitting on the shelves of a big supermarket.'

The bold branding is an amalgamation of work by three international graphic designers. It combines images of oversized fruit with leisure pursuits such as swimming to create a feeling of sophisticated indulgence. The taglines negate rather than affirm what the product is in order to suggest rather than define its purpose. An example is ‘Not in a carton. Not a bendy straw. Not with a kid’s meal’.