Gaptooth Soda — a new Toronto-based botanical soda brand founded by Owen Walker — has entered the market with a distinctive identity developed in collaboration with creative agency Saint-Urbain. The design studio tackled the naming, brand strategy, visual identity, packaging design, copywriting, motion, and launch creative. All aspects of the branding identity were built around the concept that imperfection can be a strength.
Inspired by the founder's own gap-toothed smile, Gaptooth Soda embraces individuality, character, and self-expression through a design system featuring expressive typography, playful asymmetry, hand-drawn characters, and bold flavour-led packaging. The brand's initial launch includes three flavours that have proven popular in the soda category — Yuzu, Cherry, and Peach. The brand relies on botanical ingredients to create the vibrant taste profiles.
Image Credit: Shire’s Naturals
Why This Trend Is Growing
- Imperfection-led Branding
- Distinctive visual systems built around quirks, asymmetry, and personal origin stories create space for challenger brands to stand apart from polished category conventions.
- Botanical Soda Experiences
- Premium nonalcoholic beverages with botanical ingredients and vibrant flavor profiles signal growth potential for sodas positioned between wellness, craft, and indulgence.
- Character-driven Packaging
- Hand-drawn mascots, expressive typography, and flavor-led color systems turn packaging into a storytelling platform that strengthens shelf presence and social shareability.
Industries Being Reshaped
- Nonalcoholic Beverages
- The rise of craft sodas with botanical formulations reflects demand for more expressive alternatives to traditional soft drinks and functional beverages.
- Branding Agencies
- Integrated identity work spanning naming, copywriting, motion, and launch creative highlights new value in cohesive brand worlds for emerging consumer products.
- Packaging Design
- Playful, personality-rich packaging creates competitive differentiation in crowded beverage aisles where visual distinctiveness can influence trial and loyalty.
