Despite looking to adopt a healthier lifestyle, the consumer’s fondness for soda remains strong. Instead of turning to traditional, sugary drinks full of artificial colors and flavors, those seeking the same refreshing experience now turn to alternatives like kombucha-based sodas.

That popularity and growth in the kombucha and probiotic market helped inspire Genie Drinks to embark on a brand refresh with help from UK agency Bulletproof to give Genie more of a soda-forward presence.