When Coca-Cola wanted to launch its first natural soda in Brazil, the beverage company tasked Pharus Bright Design to create an innovative story from beginning to end. The natural soda product is made out of natural ingredients, so it should express an easygoing, natural lifestyle, both in its name and visual identity. As part of the process, designers looked for new ways of exploring naturalness, understanding that natural and joyful are aspects of people's daily lives. And what they found is that it's all about having a natural attitude. YAS conveys this attitude through naming, labels and a simple yet playful visual identity. The agency defined the visual codes of this new category to express a good attitude and a great sense of humor.