Soda with a touch
of mischief
of mischief
Imp Fiz is a low-calorie, sugar-free soda brand designed to deliver bold, fruity flavors without the health tradeoffs of traditional sodas. The brand is built around the idea of indulgence without regret, offering five flavors inspired by classic sugary favorites. Imp Fiz positions better-for-you soda as something playful and rebellious—allowing consumers to indulge while still making a smarter choice.
The Imps
The mascot of the brand. Each Imp represents a different flavor. From left to right we have Blueberry Blitz, Gracious Grape, Tangy Lemon Lime, Orange Frenzy, and Zesty Straw-Burry. Each flavor has their own default expression. Expressions are designed to be interchangeable, adding flexibility and personality to the mascot system.
Color
Color plays a key role in differentiating flavors while maintaining brand cohesion. Each flavor has its own palette, supported by a shared core palette of brown, green, and white used consistently across the system.
Type
The typography system balances playfulness with structure and legibility. Synthmesc is used in the logo to capture the brand’s whimsical personality, while Bebas Neue (Bold) supports titles and secondary text with clarity and impact. Nunito Sans (Regular) is used for tertiary text and body copy, providing readability and balance across applications.
Logo
The Imp Fiz logo system is designed to adapt across flavors while maintaining a cohesive identity. Devil horn details in the tittle of the letter “i” can be color-shifted to reflect each flavor, while the secondary mark featuring the Imp silhouette uses the same flavor-specific color palettes.
