Brewed in Oceanside, New York, Coastal Craft Kombucha is known for their commitment to providing the most memorable drinking experience possible.
Derived from the freshest wholesome ingredients, Coastal Craft came to Dyno Creative to help elevate their visual identity and develop a cohesive brand that effectively communicates the passion and care they pour into every beverage.
Coastal Craft Kombucha already had a positive relationship with their local customers, so we wanted to elevate their branding in a way that allowed the brand to stand out from its competitors while still providing a relatable and familiar design current customers can identity with and enjoy moving forward.
From the very beginning, it was obvious that the crew at Coastal Craft Kombucha was more than just a staff, they were family. As we began to dive into various brand messaging activities, it was important to first identify the core values that create the foundation of the company.
Our insightful conversations led to these final five core values:
Every brand has a story, a journey of how they got from point A to point B. This is what we call the Origin Story. It is what makes each brand unique in and of itself, making it all the more important to harness the vision and sentiments behind WHAT the brand does and WHY they do it.
Throughout our time collaborating with Coastal Craft Kombucha, we were able to successfully capture their origin story in long, medium, and short form. This enabled them to connect on a deeper level, with old and new customers alike, strengthening the relationship between product and consumer, and celebrating the joy and passion that goes into crafting great kombucha. Check out their story below!
Defined Brand Voice
When all was said and done, we were able to bottle up everything that made Coastal Craft Kombucha special and present an overall defined brand voice. This included the brand archetype, core values, origin story, word bank, taglines, and more. By developing a cohesive brand voice, we were then able to take our solidified vision and understanding of who Coastal Craft Kombucha is as a brand and transition into the development stages of their visual core ID.
We wanted to pay tribute to the original craft nature of the brand as a whole, but still build in a bit of the funky surfer vibe that was discovered through our messaging process. We wanted our type treatment to be something that you could imagine being on the side of a VW van. Differentiating between west coast and east coast design elements was an important part of our process as we wanted to make sure we highlighted the brands east coast Long Island roots that they are so proud of.
Our color palette – orange, blue, and yellow – is reminiscent of the New York Mets. These are the colors that survived the process. This familiarity felt significant and meaningful to those in the community and surrounding area.
In addition to the color palette, we continued to make sure our imagery and design choices were reminiscent of the east coast. Born in Long Island, this brand is proud of its roots, so we made sure to stay away from certain imagery, such as palm trees or lifeguard towers, that carried more of a west coast feel.
Concerned about the can being single use, whereas the original glass bottle could be opened and saved for later, we created iconography that encouraged consumers to enjoy the tasty flavors Coastal Craft has to offer without any waste. That’s when we came up with the callout – “share the brew with your crew”.
As we entered into the print and packaging design stage, there was some initial concern about going to cans because Coastal Craft Kombucha’s current customers enjoyed seeing the color of the liquid inside the original glass bottle.
They weren’t sure how that would be translated on the outside, so we made sure those colors were built out throughout the packaging of the can, matching the external color of the can to the color of the drink on the inside.
With our print and packaging, we like to explore new creative ways to make the product stand out against its competitors. With Coastal Craft Kombucha, not only did we want them to stand out against other kombucha brands, we wanted each unique flavor to shine on its own. Thankfully, they loved our flavor wheels we developed for Whalebird Kombucha, so we began exploring different ways to take that concept and make it unique to Coastal Craft.
We took the brand core of the ocean and developed the “waves of flavor” inspired by local surf reports. By tying in the surfing culture, our waves of flavor highlights the types of flavor combinations they will experience within each can, giving the consumer a better idea of what they are about to enjoy!
One of the most identifiable features of Coastal Craft Kombucha’s original design was the seagull icon. We all agreed it was important to honor the seagull from their original design, but make it more playful. The original design was more stagnant, so we wanted to created an updated version that was more active throughout the brand.
Our updated seagull “Dora” (named after the founder Rachel Rappa’s grandmother) can now be seen flying above the clouds, having a surfer on its back with some waves in the background, or dropping coffee into the surrounding ocean.
With a rebranded visual ID and cohesive brand messaging now in place, Coastal Craft now needed an updated website that was more comprehensive, responsive, and easy to edit and update.
Building in an e-commerce page offering local pickup provided an easy option for further success at local farmers markets. Even better, with our new can design, we were able to offer shipping services whereas before it was glass. Our new store locator feature showcases where people can buy Coastal Craft Kombucha and our wholesale landing page is another great tool showcasing how you can join their program.
Our partnership with Coastal Craft Kombucha has yielded great results. Since the new branding rollout, can sales have doubled and interest in wholesale distribution continues to increase.
In addition, the process of this experience has reinforced the idea that making great design takes time. Our care for ‘craft’ and ‘the art of the process’ reflected those same values of Coastal Craft Kombucha’s, which played a huge role in this beautiful and productive partnership. We mirrored their passion and energy, which has continued to help us grow. We’re so excited to see them continue on their journey of success!
“Dyno Creative completely nailed manifesting my vision and passion. This new look and feel just feels SO right. Thanks for making the happy tears happen!”
Founder of Coastal Craft Kombucha
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