Creating a new brand always has its conventions. It's a sandbox that everyone plays in. But to stand out from the crowd, you must make a beast. Maybe a friendly beast, but what about a Strange one? Made with incredibly unique and wild yeast strains, Strainge beast was born. The packaging design was inspired by the ingredients transforming into fruit flavor beasts. Then shifted gears to welcoming Kombucha drinkers to get Strainge with us. The campaign was rooted in an explosion of flavors, strainge ways to showcase the product and leave them wanting more. All while bucking the normal zen-like feeling of the kombucha category and standing for those who want to feel alive. Those who stand out. Those who are exactly who they are. Let's get Strainge.
What I did:
Brand Development
Creative Direction
Packaging Concept & Design
Concept Development
Brand Direction
Agency Management
Let's get Strainge.
Strainge Beast is uniquely positioned to own its own weirdness while becoming an early adopter of an identity defined by Gen Z, but not just for Gen Z. Zennials (people in their mid-late 20’s) who want to remain at the pinnacle of cool. And so, they rapidly adopt the trends Gen Z set and bring them into the mainstream.
