Seltzer, with a pop of soda.

The Vivaldi team and I helped Bud Light Seltzer innovate their first line of Hard Soda. The process required a rigorous amount of research, design, copywriting, testing, redesign, re-copywriting, and retesting.

My job was to name the product and flavors.

The name is simple. But getting there was complicated. First, we had to find out which nomenclature Bud Light drinkers use to describe soda. (Some called it pop, others soda.) Then we had to communicate that it’s not soda — it’s seltzer with soda flavor.

Hence: Seltzer, with the pop of soda.

Last was flavor names. They had to convey the customer’s favorite flavors and pass legal.