Izze Fusions is a healthy sparkling beverage targeting the Gen-Z audience. Izze came to Jessica Walsh looking for a visual language, brand identity and campaign. They honed in on the fact that the beverage is not just in one category. It’s a sort-of-juice, sort-of-soda & a sort-of-sparkling water. Each drink contains a fusion of different fruit flavors.
Like Izze, Gen-Z does not like to be defined by one label or stereotype, often having multiple interests and ambitions. Designers visualized this concept with fluid gradients that always shift and change through dynamic animation. They also used these fluid multi-color gradients as the lighting technique for all the photoshoots.