Feisty rebrands protein soda with a fashion designer's eye

Feisty, the London startup behind what it bills as the world's first plant-based protein soda, has unveiled a new identity that draws on fashion, music and internet culture rather than the usual sports-nutrition playbook. The pitch: "soda's fit cousin."

The refresh was designed in-house by founder and creative director Vy Cutting and head of brand design George Allen, who met studying fashion at Central Saint Martins before both joining Louis Vuitton. In place of protein tubs and flexing biceps, the new look is colourful, irreverent and deliberately unpolished.

"Protein brands have traditionally been built around gym bros and athletes. But most people aren't trying to make protein their entire personality," said Cutting, framing Feisty as female-first and for "wellness anarchists."

Behind it sits a patent-pending formulation developed over three years by Cutting's scientist mother, Hong Huynh: a clear, lightly sparkling soda with 10g of pea and rice protein at 59 calories. Since launching in 2024, Feisty has reached Selfridges, Whole Foods, Soho House and Harrods, collaborated with Nike, and closed a first external raise led by BTomorrow Ventures.

"We don't want to build another dusty functional drink," Cutting added.