The kombucha class is overwhelmed with apothecary-inspired packaging designs and branding techniques. And whereas the medicinal aesthetic works for some manufacturers, Cove is a kombucha model that is taking a daring, punchy take. Designed by Chase Design Group, the brand new packaging system is made up of good hues and putting typography that rapidly distinguish this model.
Ever since brothers John and Ryan began brewing kombucha of their mom’s kitchen in Maliganant’s Cove, Nova Scotia, they’ve trusted their intestine. That was 2016 and, after sharing the product with family and friends they began promoting it at native Farmer’s Market in close by Halifax. Within 6 months, they took their mission to advertise intestine well being to pitch, produce, and bundle Cove Kombucha for a bigger market. Now they’re in over 1,000 shops throughout Canada, quickly coming to the U.S., and launching a brand new product line, Cove Soda.
But, the story continues to be being written. With a shifting and crowded retail house and a need to raise the model to a extra premium place, they turned to inventive design company, Chase Design Group, to refresh the visible identification and provides them a bundle design that may improve the model’s story and drive differentiation.
“What we discovered throughout our preliminary analysis was that the visualization of style was severely below–leveraged inside a class which favored extra apothecary or minimal graphic remedies,” says Steve Dunphy, Executive Creative Director, Chase Design Group. “The taste story was additionally an enormous aggressive benefit that wanted to be touted on the packaging.”
A latest swap from a generic glass bottle to a slender aluminum can supplied a possibility to craft a vertically stacked Cove brand that boldly stands out on the beneficiant vertical proportions of the can. The new brand pays homage to the unique quirky, hand-hewn fashion. The taste story is communicated via playful fruit illustrations layered on prime of a vibrant and refreshing coloration palette. To assist educate customers, a communication hall on the backside of the can rapidly and simply calls out all the intestine wholesome advantages of kombucha.
The redesign efficiently performs off the brother’s ardour for creating a greater tasting kombucha and impressed the design workforce to push properly past the boundaries of the class. “We needed their personalities to be tangible when folks encountered the model so we designed customized illustrations of them which might be featured inside a storytelling panel discovered on the membership retailer multi-pack,” provides Dunphy.
“I had the chance to work intently with the Chase Design Group workforce to redefine what Cove means and the place we needed to take our model,” says Ryan Macllelan, founder & CMO, Cove Drinks. “The redesign fully nailed who we’re: a enjoyable, uplifting and optimistic model that additionally occurs to style nice.”