Tura Hard Kombucha
Brand identity and packaging for a new category of alcoholic kombucha.
CLIENT
The Boston Beer Company helped to launch the craft beer category in 1985 with the introduction of Sam Adams Boston Lager. Today, they are the 2nd largest craft brewer in the United States with more than 60 styles of Sam Adams beer and a brand portfolio that includes category leaders like Angry Orchard Hard Cider, Truly Hard Seltzer, Twisted Tea Hard Iced Tea, and more.
SOLUTION
Made well, kombucha is as natural an alcoholic beverage as you can get.
The labels’ illustrations showcase natural ingredients in surreal still lives, blurring the lines between better-for-you and fun-for-you in a way that is both simple and exciting.
The color stories are bold enough to cue off the enticement of conventional beer and FMBs without being so bold as to lose the brand’s natural, healthier edge. And the simple type, prominent color blocking, and close-in “branded world” of illustrations help to create a brand block across the shelf, helping to establish Tura as the de facto leader in the newly established category—a position the brand has seamlessly taken on.
Additionally, the consistency from one SKU to the next helps to create a brand that is instantly recognizable from across the room, no matter how many flavors are on-shelf.
