68 TURNSTYLE STUDIO
“DRY Soda approached us to create a brand identity and label design with the aim of attracting a discerning culinary audience,” says Turnstyle Studio creative director/principal Steve Watson. “In a fashion similar to fine wines, the sodas were developed specifically to be paired with great foods—something you might enjoy in a champagne flute with a nice salmon dinner or filet mignon.”

To come up with a bottle that could skirt the velvet ropes of the best restaurants and hotels, Turnstyle’s design solution was intentionally minimalist. “Monochromatic, typographic, screen printed labels boil product information down to its essence without extraneous bells and whistles,” Watson says. “Minimal graphics on clear bottles allow the purity of the product to show through. The owner’s signature on each bottle denotes a sense of craft behind each flavor’s recipe.” When founder/owner Sharelle Klaus couldn’t find a distributor initially, she shopped the soda around herself to high-end restaurants. “Within four weeks, on the merits of the bottle design and the soda itself, DRY was in 30 of the top restaurants in Seattle,” Watson says. “A little less than two years later, DRY has full West Coast distribution in multiple grocery chains and should be nationwide in the next 12 months.” by Dana Rouse