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New Logo and Packaging for Equinox Organic Kombucha by Better
 

before

after

Noted Sep. 25, 2019 by Armin

Industry / Consumer products Tags /

About

(Est. 2012) “Equinox Organic Kombucha is a fermented tea, craft-brewed from Chun-Mee Green Tea, Raw Cane Sugar, Pure Spring Water and Kombucha Culture.Equinox Kombucha ignites your senses: Choose from our delicate floral Raspberry & Elderflower flavour or for something light and refreshing try our Pink Grapefruit & Guava Kombucha. Enjoy a tangy hit of heat and fire with our Ginger Kombucha or a sweet hit of sherbet with our Wild Berry Kombucha. Our delicious new Peach & Turmeric flavour is a daring blend of sweet peach and spicy, earthy turmeric. Savour the smooth coffee aroma of our new Coffee Espresso, with a refreshing kombucha fizz that packs a powerful kick.Equinox Kombucha revitalises your gut: All of our drinks are packed organic acids, vitamins, antioxidants, live bacteria and enzymes. 100% Organic, Raw, Vegan and Gluten-Free. All sparkling, all good, all waiting to be discovered.Craft brewed by a dedicated team of brewers in the Calder Valley, West Yorkshire, UK.”

Design by

Better (London, UK)

Related links

Better project page
Better behind-the-scenes post

Relevant quote
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.

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.

Better project page

Images (opinion after)
New Logo and Packaging for Equinox Organic Kombucha by Better
Logo.
Logo construction.
New Logo and Packaging for Equinox Organic Kombucha by Better
Old packaging.
New Logo and Packaging for Equinox Organic Kombucha by Better
Bottle, before and after.
New Logo and Packaging for Equinox Organic Kombucha by Better
Bottles.
New Logo and Packaging for Equinox Organic Kombucha by Better
Bottle detail.
New Logo and Packaging for Equinox Organic Kombucha by Better
Bottle in the wild.
New Logo and Packaging for Equinox Organic Kombucha by Better
Cans.
New Logo and Packaging for Equinox Organic Kombucha by Better
Can detail.
New Logo and Packaging for Equinox Organic Kombucha by Better
Cans and bottles.
New Logo and Packaging for Equinox Organic Kombucha by Better
New Logo and Packaging for Equinox Organic Kombucha by Better
Ads.
New Logo and Packaging for Equinox Organic Kombucha by Better
Wild postings.
Opinion

The old logo was lit y’all. I don’t have any words in my arsenal to describe what I feel when I look at it but I am able to verbalize that I don’t mind that it doesn’t exist anymore. I’ll admit that it did signal hippie-organic-ness 100% which I imagine was the goal originally but isn’t anymore as the brand tries to expand its reach and sales. The new logo is quite nice, with a flared serif on a curve that has some unexpected details like the tail of the “Q” being a sharp point straight down and some wispy ink traps. When you think this could be yet another sans serif, it’s nice to see it’s not. Even the “ORGANIC KOMBUCHA” underneath is a welcome respite. The old packaging was lit y’all. AND it used Hobo. In a strange way I think I am now beginning to miss this. Nah, not really. The new packaging is slick, attractive, and energetic with its radial texture going around the unconventional label with a hole in the middle. The simple layout with the logo on the top half on a white background and the flavor on the bottom half on a color background looks great and the colors contrast so well with the drinks. The cans are just as nice and the same effect of the label is echoed with the can texture being exposed in the center. Overall, this is a huge improvement to increase mainstream appeal and make the brand much more attractive.

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