Saint-Urbain celebrates the Power of Imperfection with Gaptooth SodaPerfect teeth are overrated. So is perfect soda. TORONTO, ONTARIO — Gaptooth Soda is a Toronto-based botanical soda brand built on a simple but overlooked idea: imperfection can be a strength.

Named after founder Owen's gap-toothed smile, the brand begins with something deeply personal. What was once treated as something to hide — zipped lips, self-conscious smiles, daydreams of perfect symmetry — became the foundation for a different point of view. Perfect teeth don't taste better. Perfect products aren't more interesting. And perfection, as it turns out, is wildly overrated.Nearly a quarter of the global population has a natural gap between their teeth — yet it's rarely something celebrated. Gaptooth Soda reframes that idea, turning a common "flaw" into a symbol of individuality, character, and confidence.In a beverage category defined by polished minimalism and sameness, the brand offers an alternative: something more human, expressive, and alive.

Developed in partnership with Saint-Urbain, the project extends beyond packaging into a full brand world designed to scale across flavors, formats, and future touchpoints. The identity leans into asymmetry, expressive typography and illustrations, and offbeat composition, with graphic "gaps" appearing throughout as a subtle but recurring motif.At the center of the system is a cast of hand-drawn characters — each with their own imperfect, exaggerated grin. The fruit illustrations follow the same logic: slightly irregular, playful, and full of personality, rejecting hyper-real or overly polished food imagery in favor of something more character-driven and human. Together, these elements create a flexible visual language that can expand naturally as the brand grows.

Packaging becomes the primary storytelling surface. Bold color blocking and graphic compositions give each of the three launch flavors — Cherry, Yuzu, and Peach — its own distinct identity, while still forming a cohesive and highly recognizable presence on the shelf."Most brands in this space are trying to look perfect," says Alex Ostroff, founder and creative director of Saint-Urbain. "We were more interested in what happens when you embrace the opposite — something with character, something a little off."

Gaptooth Soda isn't just a product — it's a shift in perspective. A reminder that the things we're taught to smooth out are often the things that make us interesting in the first place. Gap Tooth Soda is available direct-to-consumer at drinkgaptooth.com and is now offering wholesale distribution across Ontario.