Case Study

Fizz No Evil is a fictional healthy sparkling soda brand inspired by the philosophy of the three wise monkeys, hear no evil, see no evil, and speak no evil. The project began as a packaging design concept focused on creating a playful yet health conscious beverage identity, using bold color palettes, character driven illustration, and expressive typography to give each flavor a distinct personality. The original can designs established the foundation of the brand’s visual language and were recognized with a 2026 AAF San Antonio American Advertising Awards Student Gold Award. From this initial packaging exploration, the project expanded into a broader visual identity system and website experience that brings the brand’s concept, storytelling, and product world together into a cohesive and engaging brand.

GATHERING CONTENT

The design process for the Fizz No Evil website began by revisiting the established packaging identity and defining the core visual and brand elements to carry into the digital experience. A user persona and usage scenario were developed to represent the target audience and inform design decisions. A sitemap was then created to organize site structure and user flow, followed by wireframes that mapped the layout and functionality of each page. The website was built and prototyped in WordPress, enabling iterative testing and refinement throughout development. Supporting visuals, including product mockups, color applications, and additional flavor concepts, were created to ensure a cohesive, engaging experience that extends and reinforces the brand’s identity online.

SITE MAP

USER PERSONA

Sharon Baker - Age 34

Sharon Baker, 34, is a busy mother of two elementary aged children who is actively trying to improve her family’s eating habits. As her children grow more independent, she wants to replace traditional sugary sodas with healthier beverage options that still feel fun and appealing. Sharon looks for drinks that are refreshing, flavorful, and low in calories and sugar so she can feel confident about what her kids bring to school lunches and drink at home. After encountering a Fizz No Evil advertisement on social media, she visits FizzNoEvil.com to learn more about the brand, explore the available flavors, and order several cases as a better for you alternative for her family.

WireFrames

PROTOTYPES

FINAL

CONCLUSION

The Fizz No Evil website demonstrates that a single packaging concept can evolve into a fully realized brand experience. The project expanded into a cohesive visual identity and digital platform that reinforces the brand’s playful personality and health focused mission. By making the packaging design into an engaging website, the final outcome connects storytelling, product presentation, and user experience into one unified system. Expanding the brand with new flavors, mockups and using the brand with more purpose definitely helped create this site.