The Bu entered a crowded kombucha market with a superior tasting product, but no brand differentiation. They spoke of function, while designing at par with competition.

Our kombucha customer was different from the rest. While other kombuchas spoke to those looking for a sour taste, we knew we were the product for people with a lighter palette.

We leaned into the story of The Bu’s Founder, Gary Hawes, a biochemist and surfer living in Hawaii, redesigning the package to stand out on shelf and capturing the emotion of his creation.