Brand And Packaging For A Filipino Soda Brand

Newkid created Hoy!, a self-initiated soda brand launched on the 126th anniversary of Philippine independence to demand attention for Filipino culture. Framed against iconic national sodas—from Italian and Jamaican to Mexican—Newkid asked why Filipinos didn’t have their own staple. The studio developed the name inspired by the common Filipino exclamation used to grab attention, and built the beverage concept and packaging to shout that spirit publicly. The project positions a bold, celebratory Filipino presence within the global soda aisle, with 3D collaboration by Drake Nolte and Jan Avendano. Coverage included The Dieline and Snaxshot.