The economic disruption due to the pandemic created ripples across every sector. Some suffered more than others, notably in entertainment, hospitality, and foodservice. Restaurants having to close on-site dining bore the brunt of the impact, but less seen were the ancillary businesses relying on the same on-site dining, such as suppliers and purveyors. Sound, a sparkling beverage company, was one of those firms.

Primarily focused on the foodservice industry, Sound saw their monthly sales drop from 6 to 4 figures in March 2020 and were faced with shifting its business to e-commerce and retail. As part of the change, Sound refreshed the brand and the packaging to stand out in retail.