Building So Good Kombucha's Brand 🍃

In 2019, I embarked on an ambitious project with So Good Kombucha, a UK-based brand founded by former Rolls Royce executive, Lesley So. Lesley had a unique vision for her startup - to provide a healthy beverage alternative, driven by an ethos of sustainability and community impact. I was tasked with the challenge of translating this vision into a distinctive brand identity, packaging design, and brand positioning strategy.

Throughout the process, I helped Lesley and her team, assisting in aligning the creative direction with the business strategy. We collaborated closely on every step, from concept ideation to final implementation, ensuring the brand's vision was not diluted.

The primary objective was to create a cohesive brand narrative that was visually appealing, functionally superior, and intrinsically linked with Lesley’s vision. Our collaboration began with multiple brainstorming sessions where we explored the core values, mission, and target audience of So Good Kombucha.

I recognized that the logo had to epitomize So Good Kombucha's vision while being versatile across various platforms. Drawing inspiration from the brand's core tenets of health, sustainability, and community, I conceptualized a logo that was minimalist yet meaningful. The design featured an organic, leaf emblem, representing the ethos of health and wellness, intertwined with inter-locking letters. The logo served as a simple yet powerful representation of Lesley's vision.

For the broader branding strategy, we opted for a clean, modern design language that evoked feelings of freshness, wellbeing, and approachability. The brand color palette incorporated natural hues - earthy greens, vibrant berry reds, and calming blues - to signify the brand’s commitment to natural ingredients and health.

The challenge was to create unique packaging for the initial flavors - Gingerlicious, Strawberry & Basil, and Elderflower Mojito - while ensuring a consistent brand language. We focused on color-coding each flavor, using illustrations of the key ingredients to resonate with the consumer's sense of taste visually.

For Gingerlicious, we opted for warm yellows, spicy hues and an abstract ginger root design; for Strawberry & Basil, a vibrant red, contrasted with cool green tones and the playful illustrations of strawberries and basil leaves; and for Elderflower Mojito, we chose a calming mint palette with illustrations of elderflower. Each design, while distinct, resonated with the broader brand narrative and unified the brand as fun, approachable, and fresh.

An essential component of this project was crafting compelling marketing copy that connected with the target audience. We focused on crafting narratives around the unique flavor profiles, the health benefits of kombucha, and the brand’s commitment to social change while also telling Lesley's story as a risk-taking entrepreneur with real heart.

Our brand positioning strategy aimed at establishing So Good Kombucha as a premium, health-conscious beverage that gives back. We highlighted the brand's commitment to quality, organic ingredients, its stand on sustainability, and its mission of fostering community wellbeing.

Before long, So Good Kombucha was featured globally in mass media and locally in health and wellness trade shows, from The Telegraph to The Russell Brand Podcast.

Since our project was completed, So Good Kombucha has arrived to an enthusiastic response, a global fanbase, and rave reviews. The cohesive design, distinctive packaging, and compelling narrative resonated with consumers, reinforcing the power of design in shaping a brand's story. My collaboration with Lesley and her team was a rewarding experience, emphasizing how strategic creativity can help a brand carve a niche for itself. This project stands out as a testament to the blending of creativity, purpose, and social responsibility, and remains a highlight of my professional career.