JOY: A Bold Celebration of Flavour by SODAA

In a beverage market increasingly dominated by functionality, restraint, and health-centric formulas, JOY emerges as a refreshing counterpoint. Conceived through the creative partnership between Studio of Design and Art (SODAA) and long-time collaborator Alex Gavioli, JOY challenges prevailing trends with an unapologetic celebration of taste, nostalgia, and indulgence.

When Gavioli approached SODAA, he had a clear vision: to create a soft drink that prioritizes flavour and emotional experience over wellness trends. The result is JOY — a name as simple as it is evocative. Chosen for its uplifting and straightforward nature, the name encapsulates the essence of the brand: a love letter to life's simple pleasures and a reminder that some things are meant to be enjoyed fully.

The brand identity crafted by SODAA balances contemporary boldness with classic charm. Central to this identity is the Frankfurter typeface, whose timeless, energetic form conveys a sense of warmth and familiarity. This typographic choice also pays subtle homage to Gavioli’s Italian roots, reinterpreted with a modern sensibility that resonates with today’s audience.

JOY's packaging reinforces its distinct positioning in the market. The decision to house the beverage in a stubby 250ml can breaks from conventional formats, emphasizing the brand’s concise and impactful character. The rich brown and red colour palette draws from cola’s natural hues, creating a visual language that feels grounded, warm, and irresistibly flavour-forward.

SODAA’s multidisciplinary approach — spanning naming, brand identity, art direction, packaging, and product design — is once again evident in this project. Collaborating with photographer Shelley Horan, the Melbourne-based studio delivers a cohesive and memorable brand experience that stands apart in a crowded category.

Led by Thomas Benson, Taiki Monden, and Ryan Scott, SODAA continues to push the boundaries of visual communication, crafting work that reflects thought, curiosity, and cultural progression. The studio photos featured throughout this article, were shot by Josh Robenstone.

JOY: A Bold Celebration of Flavour by SODAA

In a beverage market increasingly dominated by functionality, restraint, and health-centric formulas, JOY emerges as a refreshing counterpoint. Conceived through the creative partnership between Studio of Design and Art (SODAA) and long-time collaborator Alex Gavioli, JOY challenges prevailing trends with an unapologetic celebration of taste, nostalgia, and indulgence.

When Gavioli approached SODAA, he had a clear vision: to create a soft drink that prioritizes flavour and emotional experience over wellness trends. The result is JOY — a name as simple as it is evocative. Chosen for its uplifting and straightforward nature, the name encapsulates the essence of the brand: a love letter to life's simple pleasures and a reminder that some things are meant to be enjoyed fully.

The brand identity crafted by SODAA balances contemporary boldness with classic charm. Central to this identity is the Frankfurter typeface, whose timeless, energetic form conveys a sense of warmth and familiarity. This typographic choice also pays subtle homage to Gavioli’s Italian roots, reinterpreted with a modern sensibility that resonates with today’s audience.

JOY's packaging reinforces its distinct positioning in the market. The decision to house the beverage in a stubby 250ml can breaks from conventional formats, emphasizing the brand’s concise and impactful character. The rich brown and red colour palette draws from cola’s natural hues, creating a visual language that feels grounded, warm, and irresistibly flavour-forward.

SODAA’s multidisciplinary approach — spanning naming, brand identity, art direction, packaging, and product design — is once again evident in this project. Collaborating with photographer Shelley Horan, the Melbourne-based studio delivers a cohesive and memorable brand experience that stands apart in a crowded category.

Led by Thomas Benson, Taiki Monden, and Ryan Scott, SODAA continues to push the boundaries of visual communication, crafting work that reflects thought, curiosity, and cultural progression. The studio photos featured throughout this article, were shot by Josh Robenstone.