Kombucha is known within the beverage space for its many healing qualities, as it can boost your immune system, help with digestion, rid your body of toxins, and increase energy. Because of these perks, Trey Lockerbie started brewing homemade kombucha for his sister when she was diagnosed with cancer.
Since her successful recovery, he kept at it, making kombucha as delicious as it is nutritious and co-founding Better Booch with Ashleigh Lockerbie. The two worked with Wedge to create a can that felt delightful, lively, and rich in meditative visual language. Further, the kombucha comes packaged in aluminum cans that effortlessly fuse elegance and simplicity and reflect the brand’s commitment to responsible packaging.
The brand’s new line, CHA, a 4-SKU line of prebiotic, sparkling teas, capitalizes on the growing market for gut-healthy beverages with functional benefits and features a packaging system reflective of the line’s comforting nature.
Each of the four cans continues with the same three-toned color palette: white, black, and a hue that reflects the color within. Yet, instead of the color-blocking design style, the range features an all-white can.
The “CHA” typography is prominently at the bottom, and the name of the flavor is written on top of a playful shape contemplating the notes within. Tropical Green Tea, for example, is written atop a green shape reminiscent of the leaves atop a pineapple and emotive of the tropical aesthetic. Additionally, Hibiscus Ginger Lime gets written on top of a red form representing a firework that’s full of energy and dynamism.
The design of the CHA line deviates from the brand’s original kombucha offerings in a way that feels organic to the brand. The same color story helps consumers navigate the new range, but the refreshed visuals allow the line to celebrate its differences.
When designing a new range for an existing brand, navigating visual language can be tricky. On the one hand, you want consumers to understand that the overarching brand is the same, but on the other, it’s important to note the differences in the products. Better Booch’s new CHA line beautifully departs from the kombucha line without losing the organic simplicity that the brand is known and loved for.
