Funky flavours equals funky language

Beverage company Prime Kombucha decided to rebrand itself to FlowVibes. The new brand targeted young adults in their 20s & 30s that are slowly growing up to be parents, going for a healthier lifestyle. They decided to release new products – not only kombucha, but also iced tea and juices. Offering healthy but refreshing products, they crafted new daring flavour combinations, that were never seen before.

Me and Rob saw the most important thing was separating the drinks from each other (kombucha, iced tea & juice), but keeping the brand coherent throughout all the materials. We believed that funky new flavours of the beverages should stand out and dictate the art direction, or at least, inspire it. The look should align with the target group that still has young energy and knows how to have fun. I mean, they did grew up with Prince of Bel Air, in the 90’s. Being expressive and fun could make us stand out on the shelves.

The solution is a type–centered identity system which has its roots in the logotype. The logotype is modular and adjusts to the drink it is applied to – KombuchaVibes, TeaVibes and JuicyVibes. It is also easily adjusted if new kind of beverage is presented to the market. The whole art direction is inspired by the bold 90’s. The era is expressed by bright colours, big typography, simple illustrations and witty copywriting. Each of the drinks has its own colour coding and illustration, which plays dynamically across the big serif letters. Big typography communicates unique flavour combinations on the products, and funky headlines on advertising materials. Also, a groovier symbol with initials was made for use on social media, bottle caps, ...