Date
Jul 20, 2025
Indsutry
Food & Beverage
Sip & Smile
A smoothie brand that tastes as good as it looks on your feed.
Overview
Sip & Smile is a Gen-Z focused smoothie brand that wanted to launch with a social-first identity. They needed a brand that felt effortless, sun-soaked, and instantly shareable — something that could live on a cup, a TikTok, and a billboard without losing its personality.
Challenge
The smoothie market is saturated with clean-cut, health-focused branding. Sip & Smile wanted to stand out by leaning into joy, personality, and culture rather than calories and ingredients. They needed a brand that people would wear on a tee, not just drink from a cup.
Approach
We built the entire identity around the feeling of a perfect day — music in, drink in hand, nowhere to be. The smiley face became the core brand mark, showing up on cups, merch, and social content. We developed a hand-drawn illustration style for doodles and overlays that creators could use in their own content, making the brand feel community-driven from day one. The color palette pulled from golden hour tones, mango yellows, sky blues, and warm whites.
Outcome
Sip & Smile launched across 12 locations with a social following of 40k in the first month. The branded merch tees sold out in two drops and the doodle overlay pack was downloaded over 15,000 times by creators. The brand became recognizable not for a logo but for a feeling.
Testimonial
Fexel didn't just give us a logo, they gave us a world. Every time someone posts a photo with our cup, it looks exactly like the brand we imagined. That's rare.