Bing Z Kombucha Rebrand
Recently I was tasked to complete a rebrand for Bing Z kombucha. The goal was to create a new logo, as well as a new packaging design, website design, and marketing assets to increase Bing Beverage’s market share.
Old Bing Brand
Bing Z is a brand extension of Bing Beverage®. The Bing Z Kombucha logo consists of the brand name in plain serif text. It’s different compared to Bing’s caffeinated beverage packaging, which is the brand name in a thick red serif font. The lower counter of the B is in the shape of a cherry. The kombucha almost feels like a completely different brand entirely. I wanted to design a logo that
would communicate a strong message and could be used for both products. One weakness is that they only sell their product in single bottles. I think it would be beneficial if they had the option to sell their product in a six pack carrier as well.
Bing Z SWOT Analysis
A SWOT analysis is a list of your company’s strengths, weaknesses, opportunities and threats. Performing a SWOT analysis is very beneficial to the design process, as you’ll have a better understanding of the brand’s advantages and disadvantages in their product market. After completing my SWOT analysis of Bing Z, I determined that the brand is already well respected in Colorado, being sold in local big box stores and even distributing to other states. Bing Z also offers a fruitier tasting kombucha by mixing real organic fruit juice with their kombucha brew. However, I saw opportunities for a strong package design and an updated web design to seal Bing Z’s reputation as a great tasting kombucha.
Bold Fruity Value
New Value Proposition: Natural organic energy with a bold fruity twist
Bing Z is all about the juice. It’s what makes the drinks taste so good. What’s even better is that it’s all organic, so you still get the health benefits of traditional kombucha. This really stood out to me for the brand, so I felt that it was important to highlight the fruit flavor in a new value proposition.
New Mission Statement:
BingZ is juicing up the exciting world of kombucha. We combine the
traditional tangy flavor of kombucha tea with our organic, mouthwatering
Cherry, Blackberry, and Harvest Apple flavors, all while
providing you with those healthy probiotics all in one bottle. Our
savory line of booch will definitely have you coming back for more.
Mission statements are meant to answer two questions: What is the goal of the brand, and what steps are being taken to achieve those goals. Bing Z is trying to get people to drink their kombucha. Their doing that by combining their fruit flavors with kombucha to offer a great-tasting drink that’s also good for your body.
The New Bing Z Logo
After tossing around a few different ideas, this is how the final Bing Z logo came out. I think it’s successful because it communicates the new value proposition perfectly. This is a kombucha
brand that isn’t afraid to show off those bold fruit flavors to its audience. The new logo stands out compared to the other kombucha brands because of how different it is. Most kombucha brands go for a more corporate look with a sans serif typeface, but Bing Z affords a more fun approach. It’s more eyecatching, and definitely and improvement on the old logo. Bing Z Kombucha is now the kombucha that has a stand out logo to compliment the stand out flavor.
Brand Colors
Brand Fonts
Bing Z Packaging
I created some different packaging materials, including a six pack carrier design, and new bottle labels. The new packaging for Bing Z Kombucha communicates the new value proposition of the brand: Natural organic energy with a bold fruity twist. The label does more for the brand than decoration, it provides information that will entice buyers make a decision at point of purchase. Ultimately, good packaging should get the customer to understand the company’s value and the positive experience they will get out of interacting with the product; in this case, enjoying a refreshing healthy beverage.
Bing Z Website, Desktop and Mobile
After creating the logo and packaging, I created mockups for a new mobile website for the brand. 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year. This is huge considering the iPhone was introduced in 2007. Making sure that your brand website is mobile responsive is crucial considering how many people are viewing your site through their phone.
If you’ve ever even thought of giving your brand a fresh new look, feel free to contact me here by clicking the button below. I’d like to get in touch with you to see how I can help create your new brand identity. Also, be sure to follow me on Facebook, Twitter, Instagram, and Linkedin for updates on any new projects. You can also subscribe to me on YouTube.