Divide’s brand strategy for Sodii blends credibility with lifestyle appeal

Electrolyte drinks occupy a crowded marketplace where functional benefits often battle lifestyle aspirations for visual dominance. Sodii, an Australian hydration product designed to replenish essential minerals, required Australian creative agency Divide to navigate this tension with precision. The resulting design demonstrates how strategic positioning and thoughtful visual language can unite disparate audience needs under a single, cohesive identity. Divide approached the project during Sodii’s conception phase, developing everything from brand strategy and naming through to packaging, digital touchpoints and brand experience. The challenge centred on creating an identity that could authentically serve four distinct markets: everyday wellness users, people with chronic conditions following medical advice, elite athletes, and workers in demanding environments like mining and emergency services. “There’s power in short, punchy, personable names that are easy to pronounce,” Creative Director Isabella McRae explains of the naming process. “Our primary goal was to create a name that was referential for the product – akin to how ‘BandAid’ has become the word for sticking plasters).” The name derives from sodium, the product’s essential ingredient, while the double ‘i’ suffix introduces approachability and ensures trademark uniqueness. This linguistic foundation connects directly to Sodii’s mission of correcting misconceptions about salt, hydration and human health.