Kombrewcha China Localisation
Packaging design isn’t rocket science. Make it colourful, eye-catching, integrate elements from the lifestyle of the intended audience… and boom! 3 times more sales immediately. Just like that.
Kombrewcha is brewed kombucha tea (hence the pun) created to fill the gap in the alcohol market with a low abv and low calorie alternative. Founded in NYC by Barry Nalebuff (who also founded Honest Tea), Kombrewcha received backing from Anheuser-Busch’s ZX Ventures to expand globally, including China.
Kombrewcha first launched in Shanghai with a directly-adapted packaging design and it didn’t resonate with the locals. Its unique flavour was foreign to the local palate, which created huge barriers to market entry. So we workshopped new strategies and optimised the VI for localisation: edgy and urban. Easy.
The results exceeded our expectations. I suppose cool designs attract cool customers ready to try cool new things.
“The sales drove up 300% within one month of launching the new packaging.”
- Jackie Atlas, Global Director of Innovation & Brand Experience, Budweiser
“Such a pleasure working with Daisy! She brought a wealth of insights and expertise to brand strategy and creative execution when repositioning a Global brand for the Chinese market - her talent and work ethic are unrivaled!”
Jackie Atlas, Global Director of Innovation & Brand Experience, Budweiser
