Nova Scotia-based Cove Kombucha unveiled a new look for its line of canned kombuchas this week, ahead of an upcoming U.S. launch.
Cove, founded in 2016 by brothers John and Ryan MacLellan, is currently sold in around 1,000 stores across Canada. Originally packaged in glass bottles, the brand made the switch to 12 oz. cans last year and in September 2021 raised $4.5 million to support its expansion. This latest refresh, led by Chase Design Group, aims to bring a brighter, fresher look that is poised to help the company establish itself in the U.S. market.
“We knew we had to keep the personality and the approachability at the core of any new design, but really amplify that flavor story and make that flavor story really apparent from the packaging,” Steve Dunphy, executive creative director of Chase Design Group, told BevNET. “So ultimately, we did that; [we] emphasized the Cove branding, kept the hand-done style, but the lens of flavor really came into it with the visualization of the fruits, and the ingredient illustrations that happened behind it.”
Dunphy said the design aims to move away from the more “apothecary” look of many kombucha brands by emphasizing fun and flavor foremost. The decision is in line with recent category trends that have seen brands such as Health-Ade unveil visual refreshes that highlight happiness and feature colorful fruit imagery.
The rebrand also accompanies the launch of a new Gut Healthy Soda line with prebiotics and probiotics, available in Lemon Lime, Orange and Grape flavors. Dunphy said the key aesthetics of the new branding were designed to work across both product lines.
