ORGANIC KOMBUCHA COMPANY • HILO, HAWAI'I
Hawaii's number one and fastest-growing kombucha brand, serving certified organic beverages in a range of flavors inspired by local ingredients.
This project features a complete rebranding of a company and entire line of products.
Big Island Booch has built a good name by pleasing customers living in or visiting Hawai'i with their staple presence. They vend on-tap kombucha & jün at some of the island's favorite markets, sell their bottles at an expanding array of local stores & restaurants, and even in more recent years have opened one of their own, Conscious Culture Café. They have also even been one of relatively few Hawaiian brands to expand enough to offer their products on other islands.
Of course as they grew so did the need to evolve and further legitimize their product through the presence of their brand. In late-2016 they made 3 big changes all at once:
1) Going through the rigorous process of USDA Organic Certification.
2) Upgrading from the 'salad dressing' style 16-oz. bottle to a cool, tall custom 16.9 oz.
3) A complete redesign of their aesthetic presence and refocusing of the brand 'voice'.
Below you'll see before & after images of various items that have been reworked within the first year of the rebranding campaign.
What you may notice about the brand's feel is the prominent, intentional themes of energy, motion, and a sort of 'edge'. Of course, like all good branding, this was not necessarily injected into as much as extracted from what was already present in the feel and style of the company and products.
The imagery took inspiration and its center star from the illustration that served as the company's mark, and what was imbued further is symmetry, vitality, focus and alignment. This all contributes to what customers come to know about the brand & product before they even open the package. This is felt, and the allure of the mandala and the 'mother' at its center create an aesthetic relationship between brand & customer that represents what the product will achieve if it is purchased & enjoyed.