BI Renewal & Packaging
for Li.fizz
Visual System Development
Brand Identity Design
Character Design
Packaging Design
Illustration
The rebranding focused on creating a gentle and feminine visual impression through the use of pastel tones. Light yellow and sky blue were chosen as the main colours—striking a balance between visual softness and the sense of cleanliness and trust that’s essential for a food-related brand. These colour choices also marked a deliberate shift away from the heavy use of black in the original logo, helping to redefine the brand's tone. The character design was further developed to include more dynamic movement and emotional expression, making the brand feel more relatable and trustworthy to its audience.
In response, the hidden cherry form was extracted and redefined as a standalone symbol for consistent brand use. The name Li.Fizz was reinterpreted by colour-separating “Li” and “Fizz” to reflect the brand’s dual nature—sweetness and refreshing fizz. The updated typography is bold yet rounded, balancing strength with friendliness.