The Brief
To design a bold, playful, and health-forward beverage brand for a kombucha company that stands out in a fridge full of regular sodas while redefining the aesthetic of wellness products.
My Process
This project started with exploring how to create a brand that feels youthful, energetic, and easygoing without losing clarity. I tried multiple type and visual directions, pushing some towards playful and minimal, before landing on a balance that felt vibrant, expressive, and true to Funcha’s personality.
Deliverables
Brand Strategy, Brand Positioning, Target Audience, Moodboard, Visual Exploration, Logo Design, Color Palette, Typography System, Packaging, Brand Guidelines, Mockups
Tools
Photoshop, Illustrator, Procreate, Gemini for mockups
About the brand
Funcha is a health centered drink which is created for people who are health conscious but still
want to have fun while maintaining health. This drink takes care of your body and gut.
It is a playful yet health-conscious beverage brand that redefines the kombucha experience. The objective was to develop a full brand identity that feels fresh, approachable, and exciting, challenging the stereotype that health products have to look “clean and serious” health brand aesthetic”.
Demographic Profile
Age Group: 20–35 years old
Gender: All genders (gender- neutral tone)
Location: Urban cities, metro areas
Occupation: Students, young professionals,
creatives, startup employees, freelancers.
Lifestyle: Health-aware, socially active,
trend-conscious.
Emotional Need
Feel refreshed and energetic
Feel should be like fun, conscious
While being healthy, a feel of
trying something new and satisfying
Honest and transparent underneath the fun.
Sense of wonder and experimentation.
Psychographic Trait
Health-Conscious: Care about what they consume but dislike preachy wellness culture
Curious: Open to trying new ingredients, flavors,
and health trends.
Healthy feels joyful and not a punishment.
Balance Seekers: Believe in moderation and not
extremes in health and lifestyle
Brand Moodboard
Logo Ideation
Final Logo
About Logo
Type Choice
I explored multiple type directions before arriving at one that felt youthful,
fluid, and aligned with Funcha’s energetic personality.
Baloo
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Colour Splashes
Mockups
