NATURE’S YOGIS KEEP YOUR BREW COOL
Good Buzz Brewing Co. was ready to grow its Kombucha brand and commissioned illustrator Anna Johnstone to design a series of bottle labels for the beverage range. The new packaging was to appeal to the moderately health-conscious consumer without alienating its loyal consumer base.
The client wanted the range to convey Kombucha as a cool looking, carbonated and fermented beverage that offers a great alternative to alcohol or sugary drinks yet effectively energises and revitalises. The tone of voice needed to strike a balance between being fun but not cartoony; mature but still inviting and appealing to younger demographics. Anna also wanted to give the range a restrained New Zealand identity avoiding cringey clichés.
Anna’s graphic illustrated outcome was loved by the client and in combination with Kelly Spencer’s typography did exactly what they hoped for and more. The new cheeky, fresh look has captured consumer attention instore and has built a solid momentum on social media with lifestyle shares and personal collections being favourite pics that have continued to gain traction. Thanks to the client’s openness during the creative process Anna was able to imbue the characters with life and humour while remaining sympathetic to the ‘yogi’ vibe.
The real metric, however, has been product demand. Good Buzz has grown from a small startup to distributing its products to supermarkets across the country. The Kombucha range has been a significant contributor to this success.
See more of Anna’s work here