TRIBUCHA KOMBUCHA
As long time friends of Amy York, Founder and Head Brewmaster of Tribucha Kombucha, I helped usher in the first round of bottle labels when he was still brewing and selling out of his kitchen. When he called me excited about a successful round of investments and their expansion into big retail stores, we know that we needed a big brand refresh to rethink the packaging and position them for this new phase of growth.
Scope
- Brand Refresh
- Label Design
- Packaging System
- POS + Sales Collateral
- Vehicle Wrap
- Merchandise Design
01 / BRAND REFRESH
The original Tribucha logo didn't quite capture their newly refined brews and target market. We kept the signature "eye" but modernized the feel of the imagery with symmetry and a new bold font. This created a sense of ease and balance, and juxtaposed nicely with the iconic "T" that has become a superhero emblem.
Identity Design
Icons + Illustrations
02 / Packaging system
The switch from bottles to cans was a bold choice - at this point, the kombucha industry had only bottled their brews, and store shelves were dominated by brands that felt a lot like that hippie aunt that always smelled like patchouli. A new aluminum coating process to the inside of the can would allow Tribucha to produce a product that was easier to recycle, lighter to travel with, and created some fun branding ideas.
03 / SPECIAL COLLABORATONS
Tribucha partnered with Fortnite Brewery in Cary, North Carolina to create the first kombucha beer fusion - aptly named "Komfusion." Our goal was to create a surreal dreamscape that combined two unlikely animals that would be equal parts amusing and bewildering. The results were fun and truly unique.
Fun Fact: Lucid Dreamer was crowned "Best Design" at the 2018 North Carolina Science Festival.
04 / 6-PACK BOXES
Naturally, as Tribucha began to secure contracts with huge names such as Whole Foods, Harris Teeter, Publix, Lowes Foods and many more - it was crucial to package 6-packs to make it easier for people to buy and share with their loved ones. We jumped at the opportunity to make these boxes insanely bright, cheerful and impossible to ignore on shelves.
05 / POS, SALES COLLATERAL + Merch
A vehicle wrap for the mobile kombucha bar + delivery van, tap handles and sales sheets for major retailers.
REFLECTIONS
I am proud of this project for three reasons:
(1) It thrust me into the world of product packaging and print processes, (2) It solidified my ability to collaborate and communicate effectively and (3) it forced me to make mistakes and learn from them.
You can now find Tribucha Kombucha in over 40 major and small grocers, retailers and restaurants throughout the United States.
*Image Credits: Tribucha Kombucha Facebook / Brian Twitty Photography