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cha jun. Identity, packaging, and print collateral for the Asian kombucha brand

"cha jun" embraces today's kombucha movement with a rebellious streak. Our packaging design, brand identity and strategic positioning for this confident new challenger aim to capture the imagination and reflect the picture of a place where the sun rises up. The creative approach needed to break through the generic and prescriptive look and voice of the turmeric kombucha and elevate "cha jun" as a premium and progressive drinking experience – an innovative golden turmeric kombucha drink brand with the added benefits of magnesium and probiotics. Kombucha has proven its credentials as a lucrative drinks category in Asia and worldwide, founders of "cha jun" have introduced this healthier alternative drink to customers with a new taste sensation of kombucha in one flavor variants of Turmeric Gold. Our main goal was to express this idea in a package design through the visuals and collaterals.