Gap Tooth Soda
Perfect Teeth Are Overrated. So Is Perfect Soda.
Industry
- Soda
- Packaging
- Drink
Year
Services
- Packaging
- Brand Identity
- Animation
- Copywriting
- Naming
- Photography
- Strategy
Brief
Gap Tooth Soda is a Toronto-based botanical soda brand built around a simple but distinctive idea: celebrating imperfection.
Inspired by the founder’s gap-toothed smile, the brand reframes something often hidden as something worth highlighting. Nearly a quarter of the global population shares this trait, yet it’s rarely embraced. In a category dominated by polished minimalism and sameness, Gap Tooth Soda offers a more human alternative—one rooted in individuality, character, and self-expression.
The challenge was to translate this personal idea into a scalable brand system that could stand out on shelf while expanding across flavors, formats, and future touchpoints.
Finding
The identity system embraces imperfection as both concept and design principle.
Asymmetry, offbeat composition, and expressive typography replace rigid grids and overly polished aesthetics. Graphic “gaps” appear throughout as a subtle but recurring motif, reinforcing the brand’s origin while creating a distinctive visual rhythm.
A cast of hand-drawn characters—each defined by their imperfect smile—brings personality across packaging, social, and merchandise. Fruit illustrations follow the same approach: slightly irregular and character-driven, rejecting hyper-realism in favor of something more human.
Bold color blocking ensures strong shelf impact, while a flexible system allows each SKU to feel distinct yet cohesive as a group.
The result is a brand world that is scalable, recognizable, and emotionally resonant—standing apart in a category defined by sameness.
