Equinox

Refreshing Europe’s best selling kombucha

Client

Equinox / Flower of life

Project

Equinox Organic Kombucha

Services

Consumer Research, Brand strategy, Brand Story, Brand identity, Design, Packaging Design, Art Direction

Sector

FMCG / soft drinks

Refreshing Europe’s best selling kombucha

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.

Background

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.

Refreshing Europe’s best selling kombucha

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.

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.

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.

Equinox Bottle Animation

Refresh and rebalance

Equinox Kombucha is a pretty unique drink. Award winning flavours that are 100% raw, totally organic and proudly vegan. Craft brewed, traditionally fermented and, last but not least, packed full of gut friendly, living kombucha culture. It’s a fizzy drink for grown ups that isn’t alcoholic. A refreshing lift that isn’t full of sugar or chemicals. A healthy drink that isn’t bland and tasteless. Just like its name, it is all about balance. So that’s exactly where we started.

video

Let the sun shine

Simplifying the existing iconography allowed us to quickly communicate a sense of balance, alignment and light positive energy on the cans. But the bottle gave us the opportunity to take this focal point one step further. Between sugars and sweeteners, there are tons of hidden nasties in so called ‘healthy’ drinks. So, when one comes along that genuinely has nothing to hide, we thought it would be fitting to have a label that is equally transparent.

“We had grown up and it was time to change our brand look and feel to reflect this. 2018 was the year of rethinking, redesign and repositioning for Equinox. With the new brand complete, the big boys started to take notice. New partnerships with Holland & Barrett, Co-Op and Mitchells & Butler and investment from Yeo Valley.”

Daniel Spayne

Managing Director, Equinox