Sunshine Sips wanted to launch lightly carbonated beverages across Rosario, Argentina, targeted primarily at the 16-28 age market. They went about approaching universities and colleges in order to place these in vending machines and on-campus cafes while we began working on branding that would really appeal to this market. After some brainstorming, we took the pastelle miminalism approach. Furthermore, we didn't really want to name the beverages with any puns or use play on words as it can sometimes be confusing to audiences in certain markets.