Big Soda Energy: How United Sodas Built a Minimalist Icon

Some brands are loud. Some brands are sleek. And then there’s United Sodas—proof that sometimes, the strongest brand play is knowing when to shut up and let the product do the work.

This week on Above The Fold, I sat down with Kate Reeder, COO and Head of Brand at United Sodas, to talk about how they built a brand that feels big without screaming, why color theory is a marketing weapon, and how United Sodas made minimalism feel emotional.

This one’s for the brand builders—the people obsessed with design, storytelling, and making a product that doesn’t just exist in the market but actually moves culture..

Branding With Restraint: Why Minimalism Works

The United Sodas cans? They barely have a logo. No giant wordmarks, no busy packaging, no flashy marketing. It’s just pure color.

And yet? It’s instantly recognizable.

Kate and I talked about why brands often try too hard to “stand out”—and why United Sodas took the opposite approach. When you strip away everything unnecessary, what’s left has to be strong enough to stand on its own.

• The colors? They aren’t just random—they trigger emotional connections.

• The product names? They tap into memory and curiosity (“Blackberry Jam” just hits different).

• The branding? It’s quiet, confident, and impossible to ignore.

Minimalism isn’t about doing less. It’s about doing just enough to make people feel something.

The Accidental Gifting Hack That Made United Sodas Viral

Soda isn’t a gift. At least, it wasn’t.

Until United Sodas’ variety packs started showing up as housewarming gifts, care packages, and “you finally got your taste back” post-COVID surprises.

It wasn’t something they planned for—it was something customers just started doing.

Instead of treating it like a fluke, they leaned into it hard:

🎁 Personalized gift notes

🏢 Corporate gifting collabs

🛍️ Limited-edition themed packs

United Sodas didn’t just market their brand—they let customers tell them what it could be. And now? They own a whole new category.

How to Make a Startup Feel Huge Without a Pepsi Budget

United Sodas isn’t a billion-dollar brand. But if you live in NYC or LA, it feels like they are.

That’s by design.

Kate’s strategy? The Lighthouse Effect.

Instead of traditional ads, they plant the brand in high-visibility, culture-driven spaces so that by the time you see it in a store, it already feels familiar.

• You see it in a coffee shop.

• Then in a trendy restaurant.

• Then at a party.

• Then—finally—on the shelf.

It’s a slow-burn brand play that makes United Sodas feel way bigger than it is. The goal isn’t just awareness—it’s cultural saturation.

Final Thoughts: The Brands That Win Feel Inevitable

Kate’s approach to branding isn’t about chasing trends—it’s about building something that people can’t imagine not existing.

United Sodas works because it doesn’t try too hard—it just is. It’s confident without being loud, and that’s what makes it stick.

If you want to hear the full convo (and trust me, you do), hit play on the episode.

📲 Listen now: https://open.spotify.com/episode/09gsQyA8PviFcngbT0Rtec?si=8jT1sBXFSBCT164xzuuKZQ

📦 Try United Sodas: https://unitedsodas.com/