Packaging,
Branding + Identity
Branding + Identity
Healthy Social Drinking
Methods
Brainstorming
Literature Review
Ethnographic Research
Formative Research
Basic + Applied Research
Problem: Create an innovative solution that enhances overall well-being by addressing a specific challenge or opportunity in people's daily lives. The solution should encourage positive behavior change, foster a sense of connection, and promote mental and physical health.
Reframing: After talking to a friend about going out to bars, hangovers, and the feeling of needing to have a drink in your hand, I decided to look into the intersection of wellness, nightlife, and being social.
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How might we alleviate the societal expectations associated with alcohol consumption among post-graduates, to allow them to participate in social gatherings without experiencing the fear of missing out?
Research
During the research phase, I started seeing advertisements for aperitifs (before meal drink stimulate appetite), and digestifs (after dinner drink to support digestion). There are also products that mimic spirits, but are zero-proof. Some also promoted healthy drinking by bottling wine in smaller sizes, so if you finish the bottle—it is only actually a glass and a half. Dry January is a popular trend to go alcohol free during the first month of the new year. This comes after the holidays where drinking in excess is glamorized.
I conducted observations at restaurants and bars. I noticed that many restaurants had mocktail sections of the drink menu, alcohol alternatives, like NA beers and after dinner drinks like dessert wines.
Ordering drinks at bars can be hectic on busy nights. Sometimes it is faster to order a drink in a can, rather than a mixed drink. Or when you order a alcohol drink, it is obvious and sticks out. Consumers want something that they can easily order and that blends into the social drinking environment.
Competitor Audit, various brands that advertise healthier drinking lifestyles/products
What is Kombucha?
Kombucha is a naturally-carbonated, sweet-and-sour drink made from tea that dates back almost 2,000 years.
The kombucha craze in America surged in the last decade, and as of 2016, the tea had an estimated 1.06 billion dollar global market value.
A SCOBY is a symbiotic culture of bacteria and yeast used in the production of kombucha. It has an organic round shape.
Concept
Wellness kombucha beverage that is a healthy alternative to social drinkers
For consumers that want to enjoy a night out without the social pressure of consuming alcohol. This carbonated beverage has a sweet and sour flavor profile that creates a similar mouthfeel experience to drinking alcohol.
Consumers will benefit from the digestive properties of kombucha, and from indulgent flavors so they can enjoy the moment without the side effects of alcohol.
Keywords
Inviting, Mindful, Energetic, + Current
Process
Naming/Logo
Comradery is a spirit of friendship and community between two people or a group of people.
(Camaraderie is the more popular spelling, but comradery is an acceptable alternative. I decided to combine both versions to match up with the spelling of 'kombuchas' when stacked)
Image showing logo/type investigation
Final
Welcome to Comraderie Kombuchas! Here we use unique natural ingredients to create small crafted kombuchas that are perfect to drink straight, out of the bottle, poured into a glass, or even mixed. They can be enjoyed at any time for any occasion. We recommend drinking our kombuchas at the next happy hour, or as an after-dinner drink to aid in digestion. It does all that while promoting healthy social drinking. Cheers! *clink*
Flavor Variations
Next Steps
The project could be expanded as an entire concept. Expanding the kombuchas line into multiple formats. Including complete branding, a website and social media presence. Then continuing into an environmental and retail presence, such as a restaurant and brewery format that celebrates the spirit of camaraderie.