CEREUS BREW KOMBUCHABREWING UP A DIGITAL
PRESENCE OF MAGIC
Conjuring a new identity for a responsive website that evokes transformation:
mind, body, and soul in the physical, digital, and spiritual realms
OVERVIEW
Cereus Brew Kombucha is a high-end Austin kombucha brand that embraces time-honored traditions rooted in herbalism and alchemy. Founded in 2014 by serial entrepreneur and free spirit Tiana Olivo, she set the kombucha scene ablaze with her unique flavors and deep desire to be a beacon of healing deep in the heart of the Wild West.
THE CHALLENGECRAFT A MEMORABLE BRAND THAT IGNITES TRANSFORMATION
Cereus Brew approached me with a prophetic vision for the future. Formally known as Brujas Brew, Cereus Brew Kombucha was ready to ascend into adulthood by maturing its branding initiative and taking on the market as Austin’s premiere Kombucha distributor at local bars. They desired a new identity, responsive website, and marketing materials reflecting the mystical, occult, and alchemical influences that inspired their new herbal-infused concoctions.
The project aimed to create a captivating presence, immersing potential buyers and distributors in a world of magic and mystery in the digital and physical realms, all while showcasing their beautifully handcrafted kombucha products.
TIMELINE2 week sprint
Shelby Hamilton
TEAMFigma
Illustrator
Photoshop
Squarespace
Google Suite
Zoom
TOOLSProduct Design
UX Design
Branding & Identity
Project Management
Website Development
RESPONSIBILITIES
THE PROBLEMTURNING
GLITTER TO GOLD
Cereus Brew’s commitment to embodying a spirit of renewal and transformation while crafting life-enriching beverages presented a new opportunity. However, a problem existed in effectively translating this vision into actionable marketing and business strategies that engaged the target audience, fostered discovery, and inspired the transformation they needed to take on the lively bar scene of wild Austin, TX.
The problem at hand was to develop a new identity with a holistic marketing and engagement strategy that encapsulated the essence of the brand, deepened customer relationships, and maximized the brand's potential to elevate and transform lives through the wonders of the ever delicious health conscious probiotic drink kombucha offers.
DISCOVERWHERE IS THE MAGIC?
In the initial stages of crafting our brand's story, we embarked on a spirit journey to discover who we once were, and who our audience was while getting to know the vibrant beat of our market while checking out the competition. (Yes a trip to the desert was involved, and no peyote was not, but we did talk to a handful of cactuses).
This journey set the stage for us to create real magic that resonated with our audience's desires and made us the mysterious black kittens on the block everyone wanted to take home.
TOOLS: BRAND AUDIT, MARKET RESEARCH, COMPETITOR ANALYSIS, PULSES & DELTAS, FEATURE INVENTORY
PASSION FOR FOOD INNOVATION
At the heart of Cereus brand's strength lies an unwavering passion for food innovation. They’re not just here to follow the trends; they’re here to set them ablaze. Their relentless pursuit of culinary creativity and flavor experimentation ignites their brand, driving them to constantly push the boundaries of what's possible in the world of food. This unwavering commitment to innovation is the secret ingredient that infuses their products with a zest for the extraordinary, making them the go-to refresher for those who crave culinary adventure.
ATTENTION TO THE DETAILS
Deeply rooted in their devotion to exotic herbs and meticulous attention to every flavorful detail, Cereus Brew is not just in the business of making drinks; they’re on a flavorful expedition to uncover the world's most exotic herbs and spices. Their devotion to exploring these hidden gems, combined with our laser focus on the tiniest flavor nuances, results in creations that tantalize the taste buds like never before. They’re not just crafting beverages; they’re crafting mental journeys that transport our customers to far-off, uncharted culinary territories.
COMMITMENT TO QUALITY
At the core of the brand's strength is its commitment to high-quality fermentation. Cereus Brew believes that the true magic of its products lies in the alchemy that happens during this mysterious time. Their dedication to this art ensures that each batch is a labor of love crafted to perfection. They take the time, care, and precision necessary to create exceptional, top-tier products. It's not just fermentation; it's a commitment to excellence that sets them apart and makes them a trusted name in the world of craft beverages.
Final label designs featuring new brand identity.
MARKET RESEARCH & COMPETITIVE ANALYSISLet’s get poppin’
To gain a deeper understanding of the market and to position Cereus Brew Kombucha effectively, we conducted in-depth market research and competitive analysis with three prominent competitors: Health-Ade, Juneshine, and GT's Kombucha.
“The global kombucha market is expected to grow at a compound annual growth rate of 15.6% from 2022 to 2030 to reach $9.70 billion by 2030.”
Health-Ade Kombucha’s distinctive brand identity and beautiful bottles have become an icon within the kombucha market. Several key branding strengths contribute to their success:
Health-Conscious Positioning: Health-Ade places a strong emphasis on health and well-being, positioning its kombucha as a functional, probiotic beverage that supports digestive health. This health-conscious approach is a significant strength, as it appeals to consumers seeking better-for-you products.
Artisanal Craftsmanship: Health-Ade portrays itself as a small-batch, artisanal brand, which resonates with consumers looking for high-quality, handcrafted products. This artisanal aspect of their branding conveys authenticity and a commitment to quality.
Clean and Minimalistic Design: Health-Ade's packaging and website follow a clean and minimalistic design, which communicates simplicity and purity. This approach aligns with the perception of a clean, natural product, and its visual appeal.
Varied Flavor Profile: Health-Ade offers a diverse range of flavors, allowing them to cater to a wide audience. This variety is a strength as it attracts consumers with different taste preferences and keeps their offerings fresh and exciting.
Juneshine Kombucha has created a unique and appealing brand identity from their choice to bottle in cans, to their even more risky choice to go alcoholic. Several branding strengths contribute to their success:
Innovative Flavor Profiles: Juneshine offers an innovative range of kombucha flavors, including unexpected combinations such as "Honey Ginger Lemon" and "Açai Berry." This approach caters to consumers seeking distinctive and adventurous taste experiences.
Alcoholic Kombucha: A standout feature is their alcoholic kombucha offerings, a distinct point of differentiation within the market. The blend of probiotics with alcohol creates a niche product that appeals to those looking for an alternative to traditional alcoholic beverages.
Aesthetic Packaging: Juneshine's packaging is sleek, modern, and visually appealing. The minimalist design with metallic accents communicates a sense of sophistication and quality. This aesthetic is an essential strength in attracting a design-conscious demographic.
Sustainability Focus: The brand's commitment to sustainability, including using recyclable packaging and sourcing organic ingredients, appeals to environmentally conscious consumers. This commitment to sustainability is a considerable strength in today's market.
GT's Kombucha Synergy pioneered the kombucha industry and established a strong, recognizable, legacy brand identity. Several branding strengths contribute to their success:
Founding Story: GT's Kombucha Synergy boasts a compelling founding story, with GT Dave as a central figure. His journey and personal connection to kombucha brewing resonate with consumers, adding authenticity to the brand.
Variety of Flavors: The brand offers an extensive range of kombucha flavors, providing something for everyone. This variety appeals to consumers with different taste preferences, making it inclusive and accessible.
Health and Wellness Focus: GT's Kombucha Synergy positions itself as a health and wellness brand, emphasizing the potential benefits of kombucha. This focus aligns with the growing interest in functional beverages and holistic health.
Sustainability Commitment: The brand's dedication to sustainability, including its use of recyclable packaging and eco-friendly practices, appeals to environmentally conscious consumers.
Cult Following: The brand has a loyal and passionate customer base, often referred to as "Kombucha Connoisseurs." This dedicated following is a testament to the brand's strength in building a community of kombucha enthusiasts.
KEY market INSIGHTSHYBRID PRODUCT OFFERINGS
Drawing inspiration from Juneshine's combination of alcohol and probiotics, a new brand could consider offering a hybrid beverage that caters to health-conscious consumers looking for an alternative to traditional alcoholic drinks.
AUTHENTIC STORYTELLING & SUSTAINABLE PACKAGING
A new kombucha brand should prioritize transparent storytelling about the heart and soul of the brewing process, the health benefits and who and why the owners created it while maintaining a strong commitment to eco-friendly practices to build trust with consumers.
INNOVATIVE FLAVORS
Given the success of Juneshine's adventurous flavor combinations and Health-Ade's emphasis on natural ingredients, a new kombucha brand should explore a diverse and innovative flavor profile to capture a broad range of consumer tastes.
DEFINEWHO’S SIPPIN’ & TIPPIN’?
After reviewing the current market trends, we created two unique user personas to help us stay aligned with the vision of the new branding for Cereus Brew. While our past demographic was catered to invoke more youth, we knew that our client deeply wanted an elevated experience that illuminated the magic of her craft and also catered to a higher-end client who is willing to pay more for a higher quality experience.
TOOLS: PERSONAS, PROBLEM STATEMENT, HYPOTHESIS
KEY PERSONA INSIGHTSINTEREST IN SELF DISCOVERY
To engage users who enjoy making new discoveries, Cereus Brew can regularly introduce intriguing flavors, including limited-edition releases or seasonal brews, aligning with the audience's desire for continuous exploration and excitement.
ONLINE COMMUNITY
Capitalizing on the user’s active online presence, Cereus Brew can leverage their influence through social media interactions, collaborations, and exclusive content to deepen connections and reach a wider mystical and occult community.
PASSION FOR OCCULT
Cereus Brew should incorporate mystical and occult elements into its branding to resonate with the broader audience's passion for these themes, fostering a strong emotional connection.
KEY PERSONA INSIGHTSLOCAL BAR SCENE APPEAL
The local bar scene in Austin is dynamic and diverse. Cereus Brew should strategically collaborate with Austin bars to ensure its kombucha is readily available, promoted, and integrated into the bar menu, capturing the attention of health-conscious consumers seeking alternatives.
COLLAB WITH INFLUENCERS
Collaboration with fitness influencers is impactful. Cereus Brew should actively engage with local fitness influencers, participate in wellness events, and foster relationships that position the brand as a health-conscious choice within the Austin community.
HEALTH CONSCIOUS
Health-conscious consumers seek beverages that align with their well-being. Cereus Brew should offer kombucha variants specifically designed for health-conscious individuals, highlighting their unique flavor profiles and health benefits.
Cereus Brew Kombucha needs to differentiate its brand in a competitive market by emphasizing its unique devotion for crafting inventive cocktails and mocktails in local bars. The challenge is to develop a branding strategy that positions Cereus Brew Kombucha as the preferred choice for mixologists and patrons by highlighting its distinctive flavors, quality, and versatility.
PROBLEM STATEMENTHYPOTHESISWe hypothesize that by strategically rebranding Cereus Brew Kombucha to emphasize its unique flavor profiles, artisanal quality, and versatility as a cocktail ingredient, and by implementing a targeted outreach program to local influencers and fitness personalities, we can increase brand awareness and penetration within the Austin bar scene. This will result in a significant uptick in demand from bars for Cereus Brew Kombucha to be used as a key ingredient in crafting innovative and exclusive cocktails, ultimately leading to increased market share and brand differentiation in the competitive kombucha market.
DEVELOPSPELLING OUT THE INGREDIENTS OF GOOD DESIGN
To conjure up an authentic brand experience we needed to look north, east, south, and west to find our direction out of the barren desert and into fertile land that blossoms a bountiful harvest season after season. We knew our client wanted to embrace mysticism in a way that felt mature and sultry, moving far away from the once youthful and cartoonish branding they once carried as Brujas Brew. Our demographic elevated, so our design needed to reflect that in the mirror. The question is, who is looking back?
TOOLS: MOOD BOARDING, TREND ANALYSIS, PITCH DECKS, TYPOGRAPHY, COLOR PALETTE, WIREFRAMING
DESIGN DIRECTION
PLAY ON LIGHT & DARK TO envelop THE CEREUS CACTUS WHICH ONLY BLOOMS AT NIGHT UNDER THE FULL MOON 
DESIGNA LIGHT IN
THE DARK
The Cereus Brew rebranding project aimed to transform the brand's identity, aligning it with the dynamic Austin bar scene and health-conscious consumer preferences. The final deliverables encompass a comprehensive suite of assets designed to capture the essence of Cereus Brew's unique kombucha offerings.
Business Cards
Objective: Design business cards that encapsulate the brand's identity and provide essential contact information.
Outcome: The business cards feature the refreshed logo, key branding elements, and contact details. The design reinforces the brand's visual identity, making it memorable for potential collaborators and partners all while feeling a little spooky.
Branding Elements
Objective: Develop consistent branding elements to reinforce Cereus Brew's identity across various touchpoints.
Outcome: A cohesive set of branding elements, including typography, color palette, and visual motifs, harmoniously reflect the brand's commitment to health, locality, and the energetic spirit of Austin's bar scene.
Sell Sheet
Objective: Create a compelling one-up sell sheet for Cereus Brew to present to potential partners, investors, influencers, and bar owners.
Outcome: The sell sheet combines engaging visuals with key selling points, including health benefits, flavor profiles, and suggested cocktail pairings. It serves as a persuasive tool for introducing Cereus Brew to local bars and establishing partnerships.
Product Labels
Objective: Design product labels to communicate brand, flavor variety, and health-conscious attributes.
Outcome: Vibrant and eye-catching product labels feature imagery inspired by mystic elements, emphasizing flavor diversity and key health benefits, creating visually appealing and informative packaging.
Marketing Materials
Objective: Create items to assist in brand recognition for sales pitches, events, and pop-ups.
Outcome: Creating a shirt for employees to wear while out on the Austin bar scene pitching to potential new clients and at events. The banner serves events, pop-ups, and markets.
Responsive Website
Objective: Develop a responsive website to serve as the digital hub for Cereus Brew, providing information to consumers and potential collaborators.
Outcome: The website seamlessly integrates the redefined brand elements, featuring an intuitive layout that showcases product offerings, the benefits of kombucha, education on the brewing process, and the brand's story. Responsive design ensures an optimal user experience across various devices.
WHAT USERS ARE SAYING AFTER DISCOVERING THE NEW BRAND
SUCCESS METRICSCONJURING A BOUNTIFUL HARVEST
Post-launch analytics showed a 3466% increase in monthly website traffic and a 2400% boost in product inquiry form submissions within the first three months. Customer feedback highlighted the ease of use and the appealing design of the site.
SUCCESS METRICS:
User Engagement: Monthly Traffic increased by 3466%. Time on site increased by 160%.
Lead Generation: Form submissions increased by 2400%.
Sales: Grew by 300%.
Customer Feedback: Positive reviews on the website's usability and design.
NEXT STEPSKEEPING THE
SPARK ALIVE
With a heavy heart, it saddens me, that Cereus Brew Kombucha never blossomed in the night like the beloved Cereus Cactus. We developed the new identity three years after COVID took its initial toll on the original brand, Brujas Brew. The owner had hoped that this new identity would re-spark her passion for brewing, but sadly she dissolved the company and went on a quest to find her next life calling. During its time live, it was wildly received by local brands and loyal customers which led me to a variety of new adventures that I am very grateful for.
I do hold hope that one day we will reignite her!
WHAT CLIENTS ARE SAYING“EVERYONE LOVES THE NEW WEBSITE!”
— Tiana Olivio, Founder and Owner of Cereus Brew Kombucha
WHAT I LEARNEDLOVE IS ALWAYS THE SECRET INGREDIENT
01 - THE INTANGIBLE NEEDS REPRESENTATION While my client sold her kombucha by the keg, we knew it was important to convey her flavor profiles in a more readable manner. By creating product packaging for digital display and physical samples we were able to demonstrate to potential buyers her offerings in under 3 seconds. This quick read also helped bar owners imagine potential cocktail infusions by previewing the real kombucha colorings that would add visual appeal to their beverages. It was a win-win.
02 - MYSTICISM RESURRGENCE IN A MODERN WORLDIn the past few years, we have seen a huge resurrection of mysticism and spirituality. From the thousands of tarot card readers on Tik Tok to the hundreds of manifestation digital courses available for download, people are investing in spiritualism. I believe, in light of the rise of artificial intelligence, more and more people are believing: that we’re living in a simulation, manifestation is quantum physics, and finally, you can hack your reality and create anything your heart desires. This trend will be making more of its way into the digital space in the coming years.
03 - SOMETIMES LOVE ISN'T ENOUGHI loved creating this brand. It filled my cauldron with deep emotion because, to be frank, I can be a little witchy myself in my quest for eternal youth and constant potion work in the kitchen. I loved it and poured in a piece of myself, but despite all the love, it wasn’t enough to persuade the Founder to keep going when the fire blew out. We built a lovely rapport and a true friendship, where we will be birthing new ideas in the future but sometimes, you can only do so much once belief disappears. Sometimes love is killing your darlings and starting fresh is the best path forward.
