Maine Root
Rooted in something better.
Maine Root brings small-batch character to familiar flavors, pairing an approachable, independent spirit with an ingredient story centered on Fair Trade Certified organic cane sugar. LabMercury supported the existing brand across packaging and sales marketing, helping it remain consistent without polishing away the personality that made it distinctive.
Project Statement
Maine Root already had a strong identity and a genuinely recognizable point of view. The opportunity was not to reinvent the brand, but to support its growth with creative that could extend naturally across products, packaging, sales materials, and ongoing marketing needs.
In a category dominated by large beverage companies, Maine Root’s strength came from feeling personal, honest, and made by people who cared about what went into the bottle. The work needed to communicate that ingredient-conscious philosophy while remaining playful, accessible, and unmistakably soda.
Creative Direction
The creative direction leaned into Maine Root’s homemade character and modern mom-and-pop appeal. Rather than introducing an overly polished or complex design system, the work embraced warmth, tactile details, playful messaging, and straightforward product communication.
Packaging and marketing materials balanced the familiarity of an old-fashioned soda label with the energy of an independent contemporary brand. Messaging around Fair Trade Certified organic cane sugar, thoughtfully selected ingredients, and the absence of high-fructose corn syrup helped distinguish Maine Root without presenting it as something overly wholesome or serious.
Across packaging, sales tools, and promotional materials, the design remained intentionally approachable. The result was a flexible extension of the existing brand that felt handcrafted, uncomplicated, and firmly connected to its roots.
Deliverables
• Ongoing Brand Support
• Packaging Design
• Packaging Extensions
• Sales + Marketing Collateral
• Product Communications
• Retail Marketing Materials
• Print Promotions
• Digital Marketing Creative
• Trade Sales Support