Syps - Quenching Thirst with Culture: Aitch’s Soft Drinks Brand Syps

When it comes to making waves, rapper Aitch isn’t just staying in the music lane. Enter Syps—a bold new player in the soft drinks space that’s flipping the water game on its head. Syps isn’t your average hydration brand. It's got attitude, edge, and a mission to bring serious swagger to every sip. And when they needed visuals that captured that energy, Syps partnered with creative agency, Lasting Lemons for visuals across digital and OOH channels. 

With Aitch’s unmistakable urban aesthetic setting the tone, Lasting Lemons took the reins on the full creative process. From concept development through to production and post. The brief? Create a series of photographs that not only hero the product but also place Syps firmly in the world of culture, youth, and lifestyle. As a result, the visual narrative pulses with style, spirit, and authenticity.

Shot in raw, real-life locations with an elevated streetwear look and feel, the images radiate the fresh, fearless personality of the brand. From high-contrast product close-ups to candid lifestyle moments, the campaign endeavors not just to show Syps, but feel like it. The creative direction leaned into bold colours to reflect the can's packaging, dynamic movement, and a confident attitude that mirrors both Aitch’s persona and the product’s positioning.

Key Results

Lasting Lemons managed the shoot from end to end, delivering standout content across digital platforms that not only met the brief but elevated the brand’s presence. The visuals redefined Syps as a youthful, lifestyle-led label, aligning perfectly with its bold vision. It’s a look, a vibe—and most importantly, a taste of what’s next in the drinks world.