Responses by Lisa Desforges, strategy director, B&B studio
Background: Our client is a passionate home brewer of kombucha. After seeing the growth of the sector in the United States and trying out some of the kombuchas starting to launch in the United Kingdom, she knew she could bring a more exciting product to the market. Our job was to explore the opportunity, create the positioning and personality for the brand, and design the brand identity, packaging and brand world.
Reasoning: When we started looking at the kombucha category, it was clear that it had failed to find a unique design language. Brands were referencing other categories in an attempt to explain kombucha, but only ended up making vague comparisons. Determined to build a brand that would genuinely resonate with the lifestyle of the kombucha consumer, we fixed on the idea of “positive addiction”—a reference to the buzz kombucha brings, the compulsive behavior it inspires and the devotion to fitness that our consumer embodies.
Challenges: Trying to find the right structure—we needed to source a stock glass bottle in Europe that felt different from the rest of the category and was available at a reasonable cost for relatively low quantities.
Favorite details: How we’ve created an exciting new visual language for kombucha that truly expresses what the product is all about. Owning the territory of positive addiction has meant we can really open up the design across different touchpoints, and creating new things without going off-brand. In terms of visual elements, the coming together of the clashing colors, disruptive type and unexpected imagery has created something that’s so different to everyone else.
Visual influences: We explored a lot of imagery in moodboards from different sources—from editorial fashion shoots to fragrance campaigns—to find the right tone for the brand. There was one particular image of Björk by the photographer Maisie Cousins that really spoke to the mood we were trying to create, and that the client responded to, so that helped us focus in on the eventual design solution.