Founded in 1986, Phoenix Organic is one of the earliest organic soda brands. Starting with a brewed ginger beer, Phoenix became a beloved New Zealand beverage brand.

Over time, however, the brand became disjointed and muddled, leading to consumer confusion. That confusion was turning Phoenix into a forgotten brand with a downturn in popularity and sales.

Looking to change its fortunes and return to its previous status in the market, Phoenix Organics turned to New Zealand-based creative agency Marx.