There is often a huge amount of work that precedes and underpins the final visual output of any brand refresh. If the visual aspects are the highly visible tip of the iceberg, then the Discover process and the Brand Story are what lurks beneath the surface; ensuring our creative is built on meaningful foundations.
In this two part feature we will take a deep dive into the process that led to the new Equinox Organic Kombucha brand. First revisiting the Discover phase and then, in part two, demonstrating the exploration and experimentation of the Create phase.
When they approached us, Equinox Kombucha were already the number one selling kombucha in the UK and Europe. Stocked in Waitrose, Able & Co, Whole Foods, Planet Organic and in over 500 independent retailers, their award winning flavours and authentic process had already won them a healthy base of even healthier kombucha converts.
But they were at a tipping point. Major players were entering the kombucha category, awareness of kombucha in the UK was about to spill over into the mainstream and demand for a refreshing, natural and genuinely healthy soft drink had never been higher. There was a clear opportunity to grow Equinox as a brand, to champion a category but more importantly, to think beyond the category. Equinox needed a re-brand that would help them become more than ‘kombucha’ and instead be seen as a credible, relevant soft drink that could gain mass appeal.
To do this we had two challenges to solve: first of all how to describe a new kind of drink that has very few (if any) parallels. While Equinox may be the best tasting kombucha, most UK soft drinks consumers don’t even know what kombucha is.
Secondly, although the juice inside the bottle is of the highest standard … the outside of the bottle was far less refined. So much so that it was proving to be a barrier to being listed in stores.