Belly Dance is a gut-friendly, functional soda made from water kefir and packed with benefits—vegan, low-sugar, and caffeine-free. Co-founded by yoga teachers Haz & Han, whose passion for movement and wellness led them to create a drink that makes gut health as fun as a night on the dance floor.
The challenge
The goal was to craft a distinctive, approachable identity that stood out in the fast-growing functional drinks market—one that resonated with both gut health enthusiasts and curious newcomers unfamiliar with kefir.
The solution
Inspired by the vibrant energy of the ‘70s, the brand identity embodies movement and joy. Bold, fluid typography reflects the natural curves of the belly, while a playful belly button icon adds a personal touch. A dynamic, intestine-like pattern visually reinforces the gut health benefits while maximizing shelf impact.
Primary logo
Secondary logos
Badges
Colour palette
The results
The response has been overwhelmingly positive:
10,000+ units sold in just four months—without any marketing spend.
Stocked in 50+ independent retailers across London.
Award-winning recognition, including ‘Best Gut Health Drink for Vegans’ and ‘Best Taste Award.’
Strategic partnerships with brands like The Hoxton Hotel, Uber, and Sweaty Betty to build credibility and reach.
