âHard Kombucha, with a soft touchâ is the brand promise Jiant enlisted Colony to bring to life. From the start, they were keenly focused on ingredients and experience, having developed a clean product that was light and refreshing but didnât sacrifice taste. Our objective was to develop a brand identity and packaging system that clearly and quickly communicated these attributes while keeping the brand lighthearted yet authentic to their mission.
Our first stage in strategy was developing a plan that positioned Jiant in the âbetter-for-youâ alcohol category. Jiantâs lower calorie/low sugar approach and commitment to sourcing the highest-quality organic ingredients already made it a logical alternative to other alcoholic beverages on the market and would benefit from consumersâ affinity for kombucha and desire for more transparency. At the same time, the brand needed to break away from the âwanderlustâ stereotype surrounding other kombucha and wellness brands.
Jiant is based out of Los Angeles, CA and its vibrant neighborhoods, such as Venice, were a leading touchpoint throughout the design process. The soft color palette we used brought a level of friendliness and approachability to the product, evoking a West Coast sensibility. We highlighted Jiantâs flavor profiles by bringing illustrations to the forefront of the packaging design.
