Jones Soda is known for having bold and unique flavors while also using all natural sugar as a main ingredient. The logo represents this boldness with the heavy typeface, as well as the bottle opener/cap representing an exclamation point. The patterns for each label were created with images of sugar which were then digitally altered to give a "liquid sugar" effect. The colors of the labels are based on the vibrant and neon colors the soda flavors themselves exhibit.

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