Gutsy is a new local kombucha brand made for young(ish) urban adults and they hired me to create packaging and a social campaign to introduce and make their new product to a very saturated Vancouver market.
How can we stray away from just selling the physical benefits of kombucha? Can we appeal to a feeling that is universal and celebrate the contexts where the every city-dwellers can relate to? Can we design a bottle that is simple and elegant that highlights the natural bits of bubbles and beauty in the beverage?
The insight is that kombucha, according to new research is not only healthy for your gut physically, but also mentally. So when it comes to matters of the heart, that gut-brain connection can be tapped into and strengthened so we can go with that gut feeling. Let's focus on those seemingly small nervous moments where it took a lot of gumption and reframe that to being gutsy too.
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