Agency Sister Studio And Health-Ade Follow Their Gut In Brand Refresh
by Rudy Sanchez on 05/28/2021 | 3 Minute Read
Founded in 2012, kombucha brewer Health-Ade bloomed from its humble, farmer's market beginnings to a leading brand in the industry, simultaneously amplifying and riding the consumer interest in probiotics and functional ready-to-drink products category. The naturally fortified fermented tea contains live organisms and nutrients that improve “gut health” by contributing to the inner biome living inside the gastrointestinal system.
Of course, many folks virtually live kombucha and that it’s a functional beverage that promotes wellness, but understanding how the fermented tea works and why gut health is critical is still closer to the farmer's market stall than it should be. To demystify kombucha and bring more understanding to its benefits, Health-Ade is redoubling its efforts to inform and educate with entertaining media campaigns, clinical trials, new branding, and, yes, updated packaging.
Enlisting the services of the agency Sister Studio, the team made subtle changes to the logo, giving it a more polished look. Bottle labels receive bold gradient backgrounds to replace the more sterile white. Health-Ade’s cast of characters representing flavors and ingredients is also updated, and new copy gets focused on the benefits to gut health. The new branding maintains a convivial, approachable, and bubbly tone and execution.
In the better-for-you beverage category, Health-Ade is changing the name of its soda sub-brand, dropping “Booch” for simply Health-Ade Pop. The soda uses bright colors, just like the kombucha bottles, but in a solid background rather than a gradient. Fun typography and illustrations of the primary flavors get used on the slim cans, with core visual elements such as the logo anchoring the top line to the Health-Ade mother brand.
“We saw an opportunity to illuminate the meaning behind the brand's tagline 'Follow Your Gut!' and talk about gut health in a way that resonates with a broader, more diverse audience. The brand refresh and campaign expand the conversation about gut health by unpacking the gut's influential role in our everyday lives (your cognition, mood, energy, etc.) in a way that aligns to the brand's bubbly 'happy gut' personality,” said Sister Studio co-founder and creative director Lana Shahmoradian via press release.
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