Introducing Drink Happy Thoughts: a functional beverage brand evolving to spread daily happiness

The updated brand identity brings a fresh take on the healthy soda category and a commitment to products that help consumers find their inner magic.

Drink Happy Thoughts, a functional sparkling juice brand designed to support brain health and elevate mood, unveils a vibrant new brand identity. Building on the foundation laid by its predecessor, Illicit Elixirs, the transition to Happy Thoughts marks a strategic evolution, aligning the brand’s name directly with its core mission: helping consumers find their own happiness by feeling good.

The rebrand follows extensive market research and feedback from consumers, distributors, and retailers. While the name has changed, the commitment to high-quality, functional ingredients remains. Additionally, subtle tweaks to the formulation provide an enhanced flavour profile and formula to engage a more discerning consumer.

The shift to Happy Thoughts was a natural progression, as the phrase was previously a prominent tagline. The decision is bolstered by data from a recent survey of 250 functional drink consumers (aged 18-34), which revealed the name performed 37 % better in overall appeal than the previous moniker, driving a purchase intent of over 48 %.

Strategically designed for its core demographic of women aged 18–34, the new brand identity highlights three essential functional benefits: Focus, Brain Health, and Mood Boost. These results are delivered through a proprietary blend of amino acids, vitamins, and antioxidants – including Saffron, L-Theanine, and Ginseng. The collection features five effervescent, fruit-forward flavours, each packaged in a distinctively vibrant, colour-coded can.

The refreshed branding and cans roll out online and through regional partners in the US in February.