Barbara Knupp - Illustrator
Thê is a company that handkrafts Kombucha, an ancient Chinese drink, that has innumerable benefits for the body and has been popularizing in the fitness food market as a substitute for industrial beverages, such as sodas, for being naturally carbonated and having less sugar.
The challenge for this project was to position the brand differently from its competitors, who generally appeal only to the image of being an organic drink. During the brand diagnosis and interview with the target public it was noticed the possibility of positioning the beverage as an energetic drink, one of its several benefits, that until then has not been explored frequently.
The development of Thê's visual identity took into account the physical activities that kombucha people perform. A study of colors and shapes was carried out to define which graphic elements would translate semiotically into each of these activities. The cold colors, lilac and green water and the most fluid forms are the summary of activities that relate to the mind and the interior in connection with the body, such as yoga, pilates, meditation, etc.
Colors that are a bit more vibrant as pink and green and more rounded shapes translate to outdoor, low-impact, more day-to-day activities.
The forms that represent friction, as well as warm and contrasting colors, are related to high impact athletic activities such as running, cycling, etc.
To enable a more entertaining image, a group of characters were developed for the packaging project, which together with the elements of the visual identity system would talk to everyday athletes looking for an organic and healthier energy drink option .
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