A field manual for partners, agencies, and collaborators.
How we look, how we talk, and how to keep the formula honest.
The manifesto
Here's to the
Experimenters,
Flavor-chasers,
Curious minds,
and Formula finders.
—FIXXIX
Flavor doesn't just happen. It's created. Every dirty soda is a little Fizzix masterpiece — layered and mixed to perfection.
So go ahead. Stack your favorites, explore new combos, and let curiosity lead the way. Because the coolest drinks happen when you find your formula.
High curiosity, low effort. Confident, never condescending.
You're not buying a drink. You're formulating one.
Punchy palette. Welcoming copy. Always both.
Voice & vocabulary
Brand vocabulary
Audience nouns
Experimenters · Flavor-chasers · Curious minds · Formula finders.
The logo
Floated dot
The i's dot lifts off — it's the brand's little spark.
Z → Bolt
The middle Z is replaced by the F-Bolt mark.
Period after SODA
A tiny full stop. A grounding period.
Secondary marks
Primary alternate
App icon. Social avatar. Can-top print. Loading spinner. Hover sticker. Anywhere the full wordmark won't fit — reach for this first.
Personality stamp
The Fizzix smile with dot-eyes and a Raspberry grin. End-of-section bookend, 404 mascot, the friendly wink in a packaging interior.
Stamp lockup
"Find Your Formula!" set around a circular stamp. For packaging, sticker overlays, and hero corner-accents. Tile it for hero backgrounds.
The palette
Primary dark
The brand's "black." Body text, surfaces, logo ink.
The spark
CTAs, the bolt, the smile. Confidence in color form.
Cool soft blue
Secondary fills, soft surfaces, the breathing room.
Pop accent
A spice. One highlight per screen. Two, max.
Background
Warm off-white. Default page background.
Typography
FIZZIX
Aa Bb Cc Dd Ee Ff Gg Hh 0 1 2 3
The coolest drinks happen when you find your formula.
Stack your favorites. Explore new combos. Let curiosity lead the way.
FORMULA #04 — DR PEPPER · RASPBERRY · CREAM · LIME WEDGE
Ingredient lists. Lot numbers. Lab moments. Section indices.
Patterns
Full-bleed verticals in Ice, Raspberry, Lime. Hero panels, can wraps, section dividers. The loudest the brand gets.
Quilted flavor icons across the four brand colors with a Cream pause-tile. Packaging, cup wraps, menu dividers.
Tiny F-bolts on a Raspberry gradient. Corner washes, gradient panels, accent strips behind product.
Ice-on-Blueberry scattered marks. Menu liners, packaging interiors, supporting backgrounds.
⚠ RULE Patterns belong on wraps, dividers, and section breaks — never as a body background under long text.
Flavor iconography
Don't.
Stretch, squash, or skew the wordmark. The proportions carry the personality.
Recolor the F-Bolt. The bolt is Raspberry. Always. End of formula.
Pair Raspberry with Lime as fill+text. They vibrate. Use Blueberry as the bridge.
Applications
01 · Cup lid — Stripes wrap with the manifesto curving around. Sticker over a clear cold-cup.
02 · Apparel — Cream wordmark on a Blueberry tee. Raspberry cap with the F-Bolt mark.
03 · Napkins — Raspberry stock, knocked-out F-Bolt. The mark is the whole design.
04 · Smile seal — The Smile mark as a tamper-evident lid sticker. Personality stamp on every cup.
05 · Social — Feed post (wordmark on Ice star) paired with a houndstooth story moment.
06 · THE POUR — THE WORDMARK FRONT-AND-CENTER ON A CLEAR COLD-CUP. THE FORMULA, IN MOTION.
Social & content
Four pillars, four hashtags.
Every post ladders up to one pillar. The tags are deliberately verb-focused — action and energy over adjectives. Always sign off with @fizzixdirtysoda.
Encourage people to try something new.
#StayCurious
Flavor is our product, but also our personality.
#ChaseFlavor
Finding something uniquely yours.
#FindYourFormula
Every moment deserves celebrating.
#MixTheMoment