London 8 July 2026: Barcelona-born whole fruit soda brand Luno Soda has unveiled a bold new Mediterranean-inspired brand identity and design world as part of a striking brand launch. Created by Sofia, part of the Atoms & Space collective, under an accelerated timeline, the work has been designed to cut through a sea of generic wellness branding, samey soda cans and artificial design to redefine what modern drinks cans look and feel like across Europe.
The positioning is centred around Mediterranean indulgence – a philosophy rooted in balance, sociability and enjoyment, rather than restriction. Brand messaging throughout the identity
references long lunches, late evenings and the full-on flavour and natural balance found within whole fruit.
At the heart of the redesign is a new can system that leans heavily into the brand’s use of whole Mediterranean fruits – including Pomelo, Lemon, Cherry and Tangerine, using oversized fruit
illustrations, expressive typography, and vibrant colour palettes to create a world that feels more indulgent than clinical.
The brand’s colour palette – citrus yellow, vivid pink and Mediterranean green – was designed to evoke sunshine, vibrant markets and beach culture, while helping the cans stand out in retail and hospitality settings.
The visual system draws directly from Mediterranean culture and market aesthetics. Bespoke fruit illustrations are paired with a mesh texture inspired by traditional fruit bags, while the typography combines bold condensed headlines with playful script details to create a brand that feels simultaneously nostalgic and contemporary. The project was delivered on an accelerated timeline as the business prepared for launch and retail conversations across Europe. Sofia partnered with Luno to deliver a refined brand strategy, which gave a springboard into the brand world, verbal identity and packaging. This was delivered through a focused team of senior specialists, enabling Sofia to deliver a complete repositioning within a matter of weeks – ensuring Luno hit its launch date.
Alongside the packaging redesign, Sofia developed a broader brand world rooted in the beaches and summer culture of Barcelona – the birthplace of Luno and the spiritual home of Mediterranean indulgence. Designed to extend naturally beyond the can, the identity will come to life through beach activations, creator-led content, merchandise, trade experiences and grassroots community partnerships. Planned activity includes sponsoring local beach volleyball teams, guerrilla sampling during key cultural moments and user-generated campaigns intended to authentically embed Luno within contemporary Barcelona beach culture and the rituals of Mediterranean summer living.
Cat Thomas the Managing Director at Sofia, said: “We wanted to move Luno away from the digital, artificial and clinical aesthetic dominating functional drinks and the samey wellness language of the category. So instead, we built a brand world centred around Mediterranean indulgence and contemporary Barcelona summer culture. Everything – from the fruit-led packaging to the beach activations and community partnerships – was designed to feel like a living extension of the city the brand comes from. Because the business was moving at pace, the flexibility of the Atoms & Space model became critical. By bringing together a highly focused team of senior specialists, we were able to rapidly reshape the strategy and roll out the full identity system within weeks.”
Zim Sutton the Co-founder at Luno Soda, said: “We had to move incredibly quickly. Part of the value Sofia brought was access to senior creative talent that could move fast, make decisions quickly and execute without layers of process. For smaller founder-led brands, that speed can make all the difference.”
