Sometimes the best ideas are the ones you swore you'd never do. When Arepa decided to launch its first Brain & Gut Soda, the challenge wasn't creating a new product. It was creating a new category expression that still felt like it came from Ārepa. Building on the existing identity, we designed a packaging system that sits naturally alongside the rest of the range while introducing a little more movement to fit the gut soda benefit. Our goal was to make it familiar enough to be recognisable but different enough to signal something new.