Toronto studio Saint Urbain built the Gaptooth Soda brand around celebrating imperfection — the gap-toothed smile as a symbol of human character over polished uniformity, in a beverage category dominated by minimalist gloss. Quirky wordmarks, bold custom illustration, and irreverent art direction carry through across cans, billboards, motion GIFs, and merch with unusual coherence. A rare brand identity that earns its personality instead of just claiming it. Source: BP&O