PKN Article – Jam & Co helps Kombucha Zest to ‘pop’
On the 5th January 2017, PKN published an article highlighting Jam &Co helping Kombucha Zest to ‘pop’ on shelf.
Jam & Co was asked by Sydney-based organic health beverages company Kombucha Zest to help re-create their existing packaging into a revolutionary packaging look. Once the brand was developed Jam & Co then needed to translate this into new packaging across a range of different flavours.
The cluttered kombucha market
The Kombucha market is extremely cluttered, all sprouting the wondrous health claims associated with Kombucha. For Kombucha Zest to be a success we knew we needed to develop something that was wildly different to anything that was currently on offer in the market. Jam & Co positioned Kombucha as a carefree brand that tasted great, the associated health benefits were just a positive bi-product.
What Jam & Co did for Kombucha Zest
After a comprehensive Brand Workshop where the brand’s personality and essence were distilled, Jam & Co developed a design that reflects the carefree resort lifestyle of a lazy afternoon at the pool or beach. The new brand mark has a changed hierarchy to emphasise zest and we developed the tagline “for life” to reflect the energetic & adventurous personality. The vibrant colouring and new flavour names were created to convey the young, sexy & fresh target market who are health conscious, social and vibrant.
Kombucha Zest now clearly distinguishes itself apart from its competitors by making kombucha more accessible to the sweet-loving Aussie palate whilst still providing non-traditional flavors and negligible sugar/calorie content.
The potential shelf impact is that now, Kombucha Zest can present a product whose ‘zesty‘ flavor is the primary focus, and health and wellness is secondary, yet still being just as powerful as its competitors.
You can read the full PKN article at: http://www.packagingnews.com.au/design/jam-and-co-helps-kombucha-brand-pop-on-shelf#pMYmVuoIQu0AxQGO.99