cha jun – kombucha
Identity, packaging, and print collateral for the Asian kombucha brand – cha jun
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"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.
Our modern packaging design is lively, raw and confident and reflects asian nature. Printed on stylish ready-to-drink cans, we crafted a bold typeface and striking illustrations of Japan Nature with an attitude which became an ownable graphic for the "cha jun" brand to satisfy customers and enjoy a new drinking experience. The name hints at both the perceived benefit of an old kombucha ingredient and also the super-nutrient goodness of turmeric. The light, feathery feel of the inside of a kombucha is expressed through a unique and embossed visual identity to symbolise the lighter nature of the drink and create an experience led by the can in the hand. The can cues a more crafted and premium golden feel, protects the integrity of the drink and is fully recyclable.
“This was the inspiration for the whole project: "cha jun" becomes a minstrel who entertains guests at the bars, narrating the people in shops and soon becoming the best in the world.” - said CMO of cha jun.