In their own words
Our starting point was to strategically reposition Fhirst as the world's first Superfunktional Soda™: scientifically designed to boost your mood in the long run, it's soda for those who won't settle for ordinary.
We wanted to avoid becoming our own worst enemies.
To us, the combination of elements is the Mother brand.
The identity has been energising for the team because it reminds us that we’re not a dogmatic, overly hierarchical organisation.
Articles & interviews
- Frontify presents: Mother Design and Fhirst’s fearless collaboration
The Brand Identity’s Dialogue series, presented by Frontify, spotlights Mother Design’s collaboration with probiotic soda startup Fhirst. The partnership produced a bold, maximalist brand identity that defies the minimalist norms of the wellness beverage category. Through mutual trust and creative courage, both teams crafted a vibrant visual and verbal system that celebrates science with joy rather than seriousness.
- Mother Design Revamps Fhirst Soda with Joyful, Maximalist Branding
Mother Design created a bold, maximalist brand identity for Fhirst, a new probiotic soda founded by Catherine and Steven Van Middelem. Rejecting the minimalist aesthetics common in wellness drinks, the identity embraces nostalgic typography, bright gradients, and playful mascots to express joy and individuality. The project positions Fhirst as a science-backed yet fun alternative in the functional beverage market.
- Alright Studio and Mother Design Collaborate on Unified Operating System
The Brand Identity’s interview explores the collaboration between Alright Studio and Mother Design on the creation of the 'Motherverse'—a digital operating system and website ecosystem uniting Mother’s global offices. The project reimagines Mother’s online presence through humor, nostalgia, and interactive design inspired by early desktop interfaces. Both teams discuss the creative process, tone, and strategy behind building a flexible, evolving digital identity for the agency.
- "Exploring Flexible Studio Branding with Frontify: A Behind-the-Scenes Look"
The article explores how three major design studios—MullenLowe, NOT Wieden+Kennedy, and Mother Design—are embracing flexible, generative branding systems for their own identities. Through interviews with their Heads of Design, it examines how dynamic identities reflect studio culture, empower teams, and challenge traditional notions of understated agency branding. The feature, presented in collaboration with Frontify, highlights a broader shift toward expressive, adaptive studio branding.