In their own words
Our starting point was to strategically reposition Fhirst as the world's first Superfunktional Soda™: scientifically designed to boost your mood in the long run, it's soda for those who won't settle for ordinary.
We wanted to avoid becoming our own worst enemies.
To us, the combination of elements is the Mother brand.
The identity has been energising for the team because it reminds us that we’re not a dogmatic, overly hierarchical organisation.
Articles & interviews4
- Frontify presents: Mother Design and Fhirst’s fearless collaboration
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.
- Mother Design Revamps Fhirst Soda with Joyful, Maximalist Branding
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.
- Alright Studio and Mother Design Collaborate on Unified Operating System