Tropicana brand Kevita came to us with a unique task – to move its branding and design from the purely wellness space that their formerly kombucha-focused drinks currently occupied to one that would thrive in the vibrant and ever-growing functional drinks category – specifically that of a probiotic lemonade. This innovation was to be aimed at a Gen Z consumer, and with Kevita’s background in a more traditional, steadfastly wellness space, our job was to make it sing on shelf – and to a new tune.
To ready this range for a more contemporary, bolder competitive set and appeal to the Gen Z consumer, we needed to shed Kevita’s original kombucha-led functionality and move it more towards a light, flavoured lemonade; refreshingly guilt-free, approachable and revitalising. We redesigned the brand into a can format, taking it away from the implicit kombucha-ness of a bottle, and simplified the flavour descriptors so consumers were in no doubt of what the drink was.
With a striking, more appealing design, we celebrated these tonics as a unique refreshment, with a delicious taste appeal. A bold, contemporary word mark and beautifully luscious and abundant fruit illustrations makes the range of cans a feast for the tastebuds on shelf, tapping into a new better-for-you space, for an audience that refuses to compromise on flavour. It’s now a brand that looks as good as it tastes, and with four flavours now available across the USA in Target stores, the brand’s growth looks to be heading in a very healthy direction.
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