Slice

Soda, reborn.

Research, Brand Strategy, Flavor Naming, Branding + Identity, Packaging Suite, Brand Rollout + Creative Services, Product Shoot

It’s 1984.

Pre-internet. Pre-social media. An era of carefree fun. Hanging out at malls and arcades, playing Atari at home, groovin’ to MTV. And when it was time for a little refreshment, you reached for an ice cold can of Slice. 

In its day, Slice was huge. It appeared on Seinfeld. It was in The Big Lebowski. The Nutty Professor. And more recently, the Hulu show Pam and Tommy. Through the 80s and 90s and into the 2000s Slice thrived. 

And then, it disappeared.

Fast forward to 2025. 

Suja Life, a leading health and wellness brand acquired the name and made it their mission to reinvent Slice with the same bold, refreshing taste and carbonation but modernized with healthy gut stuff – pro-, pre-, and post-biotics. 

Our task? To breathe new and exciting life into a beloved brand, modernized for today.

We upgraded the design of the iconic Slice can and updated the flavor names.

We redesigned and updated the iconic Slice logo, and created a new overarching brand platform “Grab a Bigger Slice of Life. ”We also reinvented the brand strategy, re-imagining what Slice represents for everyone who remembered it from the past and making it relevant for a new generation of soda lovers.

As part of the new evolution of Slice as healthy soda, we were also tasked with creating a proprietary name for their healthy blend of pre-, pro-, and post-biotics -- GUTSY.

We partnered with web development company Pattern to help create a stunning new website. We also conducted a full-scale product photo shoot in our content studio, delivering striking visual elements for use in all media channels. 

It all led up to a soft launch in January – bringing Slice to market – real soda, with real refreshment and real health benefits. And we’ve only just begun.

Let’s see how this soda comeback story unfolds in 2025.