Kombucha is a fermented beverage, traditionally adopted by hippies and hipsters and sold through health stores. More recently, kombucha has become a quickly growing new beverage proposition, but the majority of people don’t know what it is, when to drink it, why to drink it or what it tastes like.
Frucor Suntory saw an opportunity to demystify the category and launch a brand to the masses by focusing on the benefits, refreshing flavour profile and low-sugar proposition.
Introducing… Amplify. Supported by the tag line ‘Be More, Live More’, Amplify’s purpose is to make healthier drinks that you can feel good about (without all the BS!).
Saltmine created the compelling visual identity for the approachable new brand and the key to doing this was to convey positivity and zest for life. The bold, circular shaped brand mark was inspired by other lifestyle brands that the target is familiar with. The green brand colour is vibrant and natural, reflecting the positive brand character and natural ingredients. The typography for the brand name ‘Amplify’ is a handwritten style which adopts a lifestyle approach, feels positive and approachable and also talks to the hand-crafted nature of the product and the batch brewing process.
The brown bottle also serves as a short cut to the brewed and hand-crafted product story and bright variant colours add a modern boldness that cuts through on shelf. Overall the whole visual identity reflects a contemporary brand that has badge value that you would be happy to be seen with.
Amplify launched with 3 flavours – Original, Ginger Lemon, Raspberry Lime.