The Equinox Kombucha Rebrand

The Brief

With ambitious goals to double production and increase revenue 500% by 2020, Equinox needs to step out of a limiting ‘health drink’ silo. The challenge here is to create a credible, relevant soft drink brand capable of not only championing an emerging category but growing far beyond it.

With a unique production method and blend, growing flavour range and low sugar content; Equinox Kombucha is a distinctive and authentic healthy adult soft drink alternative. Already the number one selling Kombucha in the UK and Europe, the brand had reached a tipping point. To grow further and create mass appeal, Equinox acknowledged the need to clarify their story and refresh their look and feel.

The Solution

The existing brand was viewed as “a bit GCSE” during consumer research but more importantly, it was becoming an unnecessary barrier to listings. Alongside this, the generic alcopop bottle shape was sending the wrong signal to consumers unfamiliar with kombucha. We deconstructed existing iconography, retaining only what was useful, then rebuilt a mature, sophisticated, calm and, most importantly, balanced brand … complete with its own iconic bottle shape.