Jennifer Segail
Packaging Design: Kombucha Zest - Brand Devlopment
Jam&Co were tasked to develop a revolutionary brand for Kombucha Zest. Once the brand was developed we then needed to translate this into new packaging for a range of different flavours.
The Kombucha market is extremely cluttered, all sprouting the wondrous health claims associated with Kombucha. For Kombucha Zest to be a success we knew we needed to develop something that was wildly different to anything that was currently on offer in the market. We positioned Kombucha as a carefree brand that tasted great, the associated health benefits were just a positive bi-product.
After a comprehensive Brand Workshop where the brand’s personality and essence were distilled, we developed a design that reflects the carefree resort lifestyle of a lazy afternoon at the pool or beach. The new brand mark has a changed hierarchy to emphasise zest and we developed the tagline “for life” to reflect the energetic & adventurous personality. The vibrant colouring and new flavour names were created to convey the young, sexy & fresh target market who are health conscious, social and vibrant.
Kombucha Zest now clearly distinguishes itself apart from its competitors by making kombucha more accessible to the sweet-loving Aussie palate whilst still providing non-traditional flavors and negligible sugar/calorie content.
The potential shelf impact is Kombucha Zest now presents a product whose ‘zesty‘ flavor is the primary focus, and health and wellness is secondary, yet still being just as powerful as its competitors.
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