• Better-for-kids brand Plezi shifts focus to sports hydration and healthier sodas with a brand refresh by Fred Hart.
• Plezi’s branding update focuses on Gen Z and Alpha while incorporating plenty of basketball cues, alluding to its new partner, Steph Curry.

Back in 2023, better-for-your-kids beverage brand Plezi launched with former First Lady Michelle Obama as a co-founder. The brand continues Mrs. Obama’s work to get kids more active and eat healthier, which began with her “Let’s Move” initiative.

Plezi has since expanded its product range to include sports hydration and sodas. Along with the move from being child-focused to appealing to a broader audience, Plezi has also brought on board NBA superstar Stephen Curry and the multi-hyphenated actor-entrepreneur-writer-blogger Ayesha Curry. With a new focus and new celebrities as part of Plezi, the brand saw a need to update its brand identity and enlisted Consumer Packaged Goods (CPG) expert Fred Hart of Hart Brands.