Co-Founder
The Brand Identity’s Dialogue series, presented by Frontify, spotlights Mother Design’s collaboration with probiotic soda startup Fhirst. The partnership produced a bold, maximalist brand identity that defies the minimalist norms of the wellness beverage category. Through mutual trust and creative courage, both teams crafted a vibrant visual and verbal system that celebrates science with joy rather than seriousness.
BP&O’s feature by Emily Gosling explores Mother Design’s exuberant rebrand for probiotic soda Fhirst. The identity embraces a maximalist Y2K-inspired aesthetic, combining multiple retro typefaces, bright gradients, and playful illustrations to differentiate the brand in a crowded health beverage market. The project balances joyful chaos with functional clarity, supported by motion design and a bold color system.
Mother Design created a bold, maximalist brand identity for Fhirst, a new probiotic soda founded by Catherine and Steven Van Middelem. Rejecting the minimalist aesthetics common in wellness drinks, the identity embraces nostalgic typography, bright gradients, and playful mascots to express joy and individuality. The project positions Fhirst as a science-backed yet fun alternative in the functional beverage market.