"When approached by an independent beverage company to rebrand their line of 100% natural, carbonated juices, I responded with a simple question. “Why not call it 100%?” It only makes sense. Graphically, we felt that nothing said pure better than clean graphics and a direct statement so we decided to K.I.S.S. (Keep It Simple Stupid). This direction also helps to differentiate these beverages from all of the other ‘natural’ soda options. And so another brand is born. Watch for it in your local grocery stores."