Redesigns are easy to do badly. You change the font, everyone says it looks fresh, and nothing about the product is any different. We wanted to avoid that, so the Redesign Diaries start with the reasoning rather than the result.

A label is a promise

A label is not decoration, it is a claim. It tells someone standing in front of a fridge what they are about to put in their body, and it has roughly two seconds to do it. If the drink inside is clean, honest and made with intention, the label has to carry that before anyone reads a single word of the ingredients list.

The bottle changed too

The part people noticed fastest was the format. The bottle itself is different now, the first question we got asked, repeatedly, was what was wrong with the old one? Nothing was wrong with it. It simply belonged to an earlier chapter, where the drink was easiest to explain by reaching for a shape people already recognised.

Five years in, it does not need borrowed cues. The range is its own thing: Kombucha, Soduh and Ginger Ale, each with its own logic, each of which had been fighting for attention inside one visual system that was never designed to hold three.

Same heart, better formulations

The important part, and the least visible: the new look shipped alongside strengthened formulations. Same drinks, same fermentation, sharpened. If we were going to ask people to relearn what we look like on a shelf, the least we could do was make the thing inside worth relearning it for.

Welcome to the Redesign Diaries. Catch Sanjana Bhatt (designer) and Noopur Porwal (co-founder, LFC) in conversation, breaking down every design choice that made it's way to the new LFC labels. 

First shared on our Instagram →