Macro Kombucha

• RETAILER: Woolworths
• COUNTRY: Australia
• CATEGORY: G6. Beverages: Non-Alcoholic
• AGENCY: Marque Brand Consultants

CREDITS:

• Senior Designer: Anita Williams
• Senior Account Manager: Blanca Veiga
• Brand Manager: Kate Walker
• Design Specialist: Jade Tonkin

SUMMARY: Brief: Launch a new Kombucha product range under the Macro brand, Woolworths exclusive wholefoods brand. Core objective: To introduce this emerging health trend to a new mainstream audience by making Kombucha look tasty and accessible. Creative Solution: Using a funky 60s-inspired typeface, fruity colors and fun descriptor names, we enhanced flavor cues while playing up the ‘hippie’ all-natural character. We put the Macro beacon and organic stamp prominently centered in the label for easy navigation and created a lovable range of naturally healthy drinks with a good-for-you vibe.